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46 Sharma and Gupta
used to identify a web user and to track their browsing habits. Cookies help
companies to prepare marketing databases that enable companies to better sell
their products and services to consumer demands. By performing statistical analysis
of database information on consumers, companies prepare direct mailer lists.
Companies collect information about customers’ buying habits and preferences so
they can customize their products and services. At times, customers blame
companies for infringing on their privacy by collecting the information through
cookies. While cookies may be desirable from a company’s point of view,
customers feel that organizations collect too much private information and may
attempt to sell it to a third party of potential marketers. The ability of marketers to
track surfing and buying patterns can and does lead to abuses.
E-Mail Monitoring
The use of e-mail in the workplace produces many conflicting opinions in terms
of its use and abuse both by the user (i.e., the employee), and the service provider
(i.e., the employer). This causes confusion with the legal and ethical guidelines that
must be followed with this communication medium in order to maintain both the
rights of the user (i.e., privacy) and the rights of the employer (i.e., monitoring). The
primary goal of a corporation in monitoring its employee’s e-mails is to prevent
those that are either vulgar, offensive, or those that compromise the company’s best
interests (i.e., breach of confidentiality). However, providing managers with the
means to monitor their employees can result in an abuse of power. It creates
confusion among employees and corporations as to where their loyalties lie
(Ambrose & Gelb, 2001).
Loss of Individuality
Maintaining a customer base has become very important asset in today’s
economy for the organizations to gain competitive advantage. Therefore, organizations
use sophisticated tools to reach customers and get their personal data
recorded into their databases. This helps organizations to customize the products
and services as per the needs of the customers. In the coming years, organizations
will continue to seek personal information about their employees and customers
since it is a source of power. Many organizations use cookies or other technological
tools to collect information about their customers, their preferences and items they
wish to buy. Organizations use data-intensive techniques like profiling and data
mining to aid in precision marketing or to customize products for one-to-one
marketing. This information could also aid in connecting people of similar interests
effectively forming various new world wide social clubs and hobby groups.
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