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Chapter 7
DOI: 10.4018/978-1-5225-2727-5.ch007
ABSTRACT
Today companies are more and more interested in collecting personal information from customers in
order to deliver goods and services efectively and to improve their Marketing database and CRM ef-
fcacy. However, the ease with which data can be acquired and disseminated, also thanks to the digital
technologies, has led to many potential customers demonstrating growing concerns and ethical issues
about disclosing personal information. On this topic it is difcult to make too many generalizations,
since the cultural diferences and the diferent country regulations seem to weigh signifcantly.
INTRODUCTION
Today companies are more and more interested in collecting personal information from customers in
order to deliver goods and services effectively and to improve their Marketing database and CRM ef-
ficacy. Thanks to the new devices and technologies (smartphones, Rfid, online tracking, social media,
etc.) it is now possible to collect, aggregate and analyze huge amount of information quickly, easily and
at a very low cost, compared to the past traditional, slow and expensive methods of data collection used
in marketing studies. Furthermore, technology evolution allows space and time separation and simplifies
a lot the internationalization of a business at lower cost than before.
Privacy Concerns and
Customers’ Information-
Sharing Intentions:
The Role of Culture
Monica Grosso
Emlyon Business School, France
Sandro Castaldo
Bocconi University, Italy