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  • Market-oriented corporate digital responsibility to manage data vulnerability in online banking

    Author(s)
    Liyanaarachchi, Gajendra
    Deshpande, Sameer
    Weaven, Scott
    Griffith University Author(s)
    Weaven, Scott K.
    Deshpande, Sameer
    Liyanaarachchi, Gajendra P.
    Year published
    2020
    Metadata
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    Abstract
    Purpose: This conceptual paper explores gaps in bank privacy protection practices and advocates for banks to integrate market-oriented (MO) approaches in their corporate digital responsibility (CDR) initiatives to minimize consumer data vulnerability. Design/methodology/approach: To apply MO in CDR, this study recommends adoption of a behavior change framework comprising of the co-creation, build and engage (CBE) model and proposes the creation of consumer segments based on generational cohort and tailoring strategies through motivation, opportunity and ability (MOA) model to manage vulnerability. Findings: The study specifies ...
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    Purpose: This conceptual paper explores gaps in bank privacy protection practices and advocates for banks to integrate market-oriented (MO) approaches in their corporate digital responsibility (CDR) initiatives to minimize consumer data vulnerability. Design/methodology/approach: To apply MO in CDR, this study recommends adoption of a behavior change framework comprising of the co-creation, build and engage (CBE) model and proposes the creation of consumer segments based on generational cohort and tailoring strategies through motivation, opportunity and ability (MOA) model to manage vulnerability. Findings: The study specifies that managing consumer data vulnerability requires a unique strategy different from conventional service delivery. A holistic approach is recommended by integrating corporate digital responsibility as a pivotal element of organizational strategy and by positioning vulnerable customers as a critical stakeholder. Originality/value: The paper contributes to the research in corporate social responsibility (CSR), privacy and data vulnerability in the banking sector in two prominent ways: first, the study demonstrates the importance of MO as a premise to develop a novel version of CDR called market-oriented digital responsibility (MODR). The study considers MODR as a strategy to reposition vulnerable consumers as a key stakeholder, and, second, the study proposes an innovative set of consumer segments based on data vulnerability and introduces a data vulnerability growth model (DVGM) connecting vulnerability with age.
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    Journal Title
    International Journal of Bank Marketing
    DOI
    https://doi.org/10.1108/IJBM-06-2020-0313
    Note
    This publication has been entered as an advanced online version in Griffith Research Online.
    Subject
    Business and Management
    Marketing
    Social Sciences
    Business & Economics
    Data vulnerability
    Corporate digital responsibility
    Publication URI
    http://hdl.handle.net/10072/400658
    Collection
    • Journal articles

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