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EMAC 2020 Annual Conference

Managerial response strategies to the marketing personalization-privacy paradox

Published: May 27, 2020


Jie YU KERGUIGNAS, Université de Fribourg; Olivier Furrer, Université de Fribourg


Marketing strategizing; response strategies to paradox; personalization-privacy paradox


In line with the Contemporary Marketing Practices research, this paper explores the practices of marketing practitioners regarding the management of paradox and extends the understanding of marketing strategy in today’s digital environment through a paradox perspective. Numerous studies have investigated the consumer responses to the personalization-privacy paradox; however, the managerial response strategies to this paradox are somewhat unknown. The current study uses an experimental vignette methodology to provide empirical support to validate the extended response strategy typology and reveals the direct as well as the interactive influence of the characteristics of paradox and personal factors on the use of managerial response strategies to the personalization-privacy paradox. The current study contributes to deepening the understanding of marketing strategy in today's digital environment. The findings of the current paper also allow top management to anticipate better and manager the reaction of their marketing managers when it comes to dealing with the personalization-privacy paradox.