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46 Sharma and Gupta<br />
used to identify a web user and to track their browsing habits. Cookies help<br />
companies to prepare marketing databases that enable companies to better sell<br />
their products and services to consumer demands. By performing statistical analysis<br />
of database information on consumers, companies prepare direct mailer lists.<br />
Companies collect information about customers’ buying habits and preferences so<br />
they can customize their products and services. At times, customers blame<br />
companies for infringing on their privacy by collecting the information through<br />
cookies. While cookies may be desirable from a company’s point of view,<br />
customers feel that organizations collect too much private information and may<br />
attempt to sell it to a third party of potential marketers. The ability of marketers to<br />
track surfing and buying patterns can and does lead to abuses.<br />
E-Mail Monitoring<br />
The use of e-mail in the workplace produces many conflicting opinions in terms<br />
of its use and abuse both by the user (i.e., the employee), and the service provider<br />
(i.e., the employer). This causes confusion with the legal and ethical guidelines that<br />
must be followed with this communication medium in order to maintain both the<br />
rights of the user (i.e., privacy) and the rights of the employer (i.e., monitoring). The<br />
primary goal of a corporation in monitoring its employee’s e-mails is to prevent<br />
those that are either vulgar, offensive, or those that compromise the company’s best<br />
interests (i.e., breach of confidentiality). However, providing managers with the<br />
means to monitor their employees can result in an abuse of power. It creates<br />
confusion among employees and corporations as to where their loyalties lie<br />
(Ambrose & Gelb, 2001).<br />
Loss of Individuality<br />
Maintaining a customer base has become very important asset in today’s<br />
economy for the organizations to gain competitive advantage. Therefore, organizations<br />
use sophisticated tools to reach customers and get their personal data<br />
recorded into their databases. This helps organizations to customize the products<br />
and services as per the needs of the customers. In the coming years, organizations<br />
will continue to seek personal information about their employees and customers<br />
since it is a source of power. Many organizations use cookies or other technological<br />
tools to collect information about their customers, their preferences and items they<br />
wish to buy. Organizations use data-intensive techniques like profiling and data<br />
mining to aid in precision marketing or to customize products for one-to-one<br />
marketing. This information could also aid in connecting people of similar interests<br />
effectively forming various new world wide social clubs and hobby groups.<br />
Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written<br />
permission of Idea Group Inc. is prohibited.