92
Table 5.1 (continued)
Dimensions
Definition
Theory base
Attribute
range
Behavior
definition
Information
management/
financial
responsibilities
The firm’s
purpose for
gathering and
using
information—
how it intends
to make profit
Information
processing theory
(Tushman and
Nadler 1978) as
used by Brohman
et al. (2003)
Transaction
focused
Consumer
focused
transaction data
collected for short
term efficiency
Data focused Consumer data
collected from
various sources to
improve
profitability
Inference
focused
Consumer
profiles created
from historic/
preference data:
cross-sell &
up-sell
Advice
focussed
Consumer
profiles created
from historic,
preference,
aspirational data
to create
profitable
sustainable
relationships
Legal and risk
responsibilities
The firm’s view
of the impact
that privacy laws
have on its
ability to carry
out business
Cognitive
categorisation
theory (Rosch
1978) as used by
Jackson and
Dutton (1988)
No threat no
opportunity
Firms lack
awareness or
concern for
privacy laws
Threat
Privacy laws
viewed as
constraint to
maximize
shareholder value
Threat and
Opportunity
Privacy laws
viewed as required
to ensure ongoing
transactions with
consumers
Opportunity Privacy laws
embraced as
strategic
differentiation
Adapted and extended from Greenaway et al. (2015)
V. LYONS