(PDF) The Role of Data Privacy in Marketing

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To evaluate the role of data securitysystems on company’s privacy:A case study on Lenovo
ACKNOWLEDGMENTI want to give my sincere thanks to my mentor and family who supported methroughout this dissertation. My mentor supported me all the time whenever I need or requirehis guidance. He gives me motivation and raises my confidence level in completing thisdissertation. It was all because of my mentor who guided me all through the research and Iwas able to follow correct path. This research would not have been a successful without hissupport.
ABSTRACTMaintaining customer loyalty is one of the most crucial policy through whichcompanies can easily attain higher profits. In this regard, they are required to maintain betterand profitable relationships with their customers.Each and every organization must recognizethe importance of implementing an overall information security strategy to protect businessinformation from different threats. The present study is based on data security systems ofLenovo. However, it compares the whole security system of Lenovo with HP and Sony. Thissystem mainly helps in securing the customers details, financial information, sales figure andother key business data. Companies can also reduce the exposure to hackers by limitingaccess to their technology infrastructure. It is the main responsibility of the firm is to designsafe system which enables the firm to keep all their data secure. An appropriate data securitysystem helps Lenovo in promotion for the positive brand image.This study identified that there are different types of security systems such as e-mailsecurity, computer security, risk management, biometrics access control etc. These types ofsecurity systems helps in keeping all the software’s and computer systems protected from anytype of viruses and malware infections.Protection of information which is putting in thepublic domain is required for company in order to save company for huge losses. In thecontext of performing day to day business activities of organization in a secure manner, it isessential for enterprise to enhance security of confidential business information properly. Inaddition to this,there are various factors due to which overall privacy of company gotaffected. These factors are data leakage, malicious hackers, malicious code, fraud and theft,poor configuration management as well as various targeted attacks. It has been concluded thatData security systems help in enhancing in enhancing customer loyalty as well as gainingfirm’s profit margin. Asper the comparison of HP, Sony and Lenovo Companies on thedifferent aspects, it has been found that Lenovo has used the better technology of databasesecurity tools.On the basis of encryption keys used by Lenovo, Sony and HP, it can be saidthat Lenovo security is stronger as compared to HP and Sony.
TABLE OF CONTENTSCHAPTER 1: INTRODUCTION..............................................................................................1Background of the study........................................................................................................1Aims, objectives and research questions................................................................................2Aim.........................................................................................................................................2Rationale of the study.............................................................................................................3Structure of the study.............................................................................................................3CHAPTER 2: LITERATURE REVIEW...................................................................................5Introduction............................................................................................................................5Role of data protection and security systems.........................................................................5Role of data security system..................................................................................................6Factors affecting the company privacy..................................................................................8Security systems of HP, Lenovo and Sony............................................................................9Comparison of features and pros and cons of security system of three of them..................13CHAPTER 3: RESEARCH METHODOLOGY.....................................................................15Research philosophy............................................................................................................15Research approach...............................................................................................................16Research Type......................................................................................................................16Sampling..............................................................................................................................17Data Collection.....................................................................................................................18Data analysis........................................................................................................................19Research Limitation.............................................................................................................19Ethical Consideration...........................................................................................................20Validity and reliability.........................................................................................................20CHAPTER 4: DATA ANALYSIS AND FINDINGS.............................................................21Data Interpretation from senior managers of Lenovo..........................................................21
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS.............................................30Conclusion............................................................................................................................30Recommendations................................................................................................................32REFERENCES.........................................................................................................................35APPENDIX..............................................................................................................................38Questionnaire survey of senior managers............................................................................38
LIST OF FIGURESFigure 1: IPsec secure communication......................................................................................6Figure 2: PS3 system software.................................................................................................11Figure 3: Cryptography technique used by HP........................................................................12Figure 4: Data encryption used at HP......................................................................................13
CHAPTER 1: INTRODUCTIONBackground of the studyIn today’s increasing and highly technological advanced world one of the mostessential tasks is to maintain appropriate data security for every organization. Here, in thisglobalized world organizations are expanding their business by following appropriatestrategies. According toHendricks, Singhal and Stratman (2007) maintaining customerloyalty is one of the most crucial policy through which companies can easily attain higherprofits. In this regard, they are required to maintain better and profitable relationships withtheir customers. However, there are some organizations who are giving appropriate trainingto their employees for maintaining better relations with their customers. By this, they requireto keep their customers safe and secure by adopting best techniques. With the help ofmaintaining trust among consumers company can develop its positive brand reputation in themind-set of their clients.According toBlack (2006) maintaining consistency and data security is a part ofevery organization. Most of them are ensuring data integrity and confidentiality of theirbusiness information. For this, they are taking protective digital privacy measures for theprevention of any type of unauthorized access. Here, it can be determine that companies caneasily keep their data safe and secure and protect them from any type of corruption.Inaddition to this, each and every organization must recognize the importance of implementingan overall information security strategy to protect business information from different threats.There was a recent attack that was related to their data security concern. In this concern,majorly a company requires to maintain proper data protection strategy so that they cancompete with their rivals. This is the most effective way to keeping better relations withcustomers take a complete inventory of all their data processes.In this regard, the present study is based on data security systems of Lenovo.However, it compares the whole security system of Lenovo with HP and Sony. Lenovo is theChinese multinational hardware and electronics company (Gruber and Wise, 2008). It is oneof the famous brands in this area and all it products includes tablets, mobile phones,computers IT management software’s etc. This study analyzes the role of keeping security ofdata within this organization as well as its performance. This system mainly helps in securingthe customers details, financial information, sales figure and other key business data. It is alsoessential for them to keep all their data up date by following all the legislations such as DataProtection Act 1998. Under this, they must ensure that all the information used by them mustPage |1
be fair and lawful. They do not break any rules regarding the personal information of theircustomers and maintaining all such information very much confidential. The wholeperformance of firm depends on the viewpoints of their customers and performance of theiremployees. In this regard, workers required to maintain their customer’s record with fullsecurity.Firms cangrow their security concerns such as many cyber-attacks succeed becauseof weak password protocols of firm (Baker, Murphy and Fisher, 2008). It is essential for themto keep strong security password with all their data. In addition to this, companies can alsoreduce the exposure to hackers by limiting access to their technology infrastructure. It is themain responsibility of the firm is to design safe system which enables the firm to keep alltheir data secure.These are some of the major concerns which help in evaluating the role of datasecurity systems on the performance of company. These factors can affect the cost,availability and user needs and data security as well. It also helps in determining all thosefactors which highly affects the overall privacy of company. Total privacy systems of HP,Lenovo and Sony are taken into consideration in order to identify their impact within theirfirm as well as performance and brand reputation.Aims, objectives and research questionsAimTo evaluate the role of data security systems on company’s privacy: A case study onLenovoObjectives– To realize this aim the following underlying objectives will first be attained:To assess the importance of data security systems in business operations.To identify the factors that affects company privacy.To analyze the effectiveness of data security systems in mitigating privacy issues ofthe company.Research QuestionsFor the intention of conducting an all-inclusive research and find out the role of datasecurity in company’s privacy, below mentioned research questions have been formulated:What is the importance of data security systems in business operation?Which factors affects the company privacy?How effective are data security systems in mitigating privacy issues of the company?Page |2
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