Abstract
The new General Data Protection Regulation (GDPR) has recently become the new personal data standard in the European Union (EU). Business efforts are concentrated on being ‘GDPR-compliant’—i.e. companies operating in the EU are creating safer personal data environments and ensuring that informed consent is sought from clients for actions such as data monetization and customer ‘profiling’. Yet, very little is known about whether, as a result of GDPR, customers are informed and ready to engage with businesses and to what extent customer behavioral change will affect operations. This chapter looks at a menu of major behavioral regularities and biases and offers a framework for understanding how the spectrum of potential customer responses to GDPR can be anticipated by businesses as well as how operations can be modified and transformed to provide an efficient and quick response to changing personal data landscape. We offer a new customer-centric, human-data-interactive approach based on a combination of insights from behavioral science, information systems, and operations research to help businesses understand how customer behavior will shape their business strategy. We also discuss how businesses can adjust their decision-making mechanisms to reflect the new changes in operations resulting from the GDPR adoption.
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Kharlamov, A. (2020). Behavioral Aspects of the New General Data Protection Regulation: A Consumer-Centric Approach to Operations. In: White, L., Kunc, M., Burger, K., Malpass, J. (eds) Behavioral Operational Research. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-25405-6_17
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