The thesis consists of eight interrelated chapters. The introduction chapter provides an overview of the thesis topic, summarizes the gaps in the existing knowledge, and describes the research's purpose, context, and design. The second chapter includes paper 1, which focuses on identifying the rationale and antecedents for the personal privacy concerns that lead to the Privacy paradox. The third chapter comprises paper 2, which focuses on personal privacy concerns to segment the customers and design sales strategies in online banking. The fourth chapter includes paper 3, which focuses on personal privacy concerns and organizational experience on data privacy to design a business strategy. The fifth chapter provides paper 4, which integrates consumer insight on past, present, and future anticipation to identify different privacy paradox situations. The various privacy paradox situations provide the foundation for creating a strategic competitive advantage mainly due to access to individual privacy concerns. The sixth chapter includes paper 5, which emphasizes identifying consumer vulnerability due to privacy risk as a CSR initiative focusing on a broader ecosystem beyond the commercial interest. The Seventh chapter includes paper 6, a systematic literature review that provides a comprehensive definition and determines the future direction of online privacy. The purpose is to balance consumer vulnerability and organizational strategy to create a platform driven by a mutual interest in privacy protection and growth. The seventh chapter discusses the contribution and impact of this research study on privacy paradox literature. Figure 1 demonstrates the outline of the thesis and the integration of the publications of the study.