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The management of consumer privacy has become a critical concern for organizations in the age of artificial intelligence–powered marketing. The impact of data on the market environment has brought both benefits and challenges, with marketers gaining valuable insights but also raising privacy concerns. As artificial intelligence–powered marketing advances, consumer vulnerability increases due to the sensitivity of collected data. This vulnerability leads some consumers to resort to falsifying information, posing a significant threat to the digital economy. Privacy empowerment and customer control play a vital role in addressing these challenges. This chapter explores the influencing factors and ethical considerations surrounding data falsification. It also discusses strategies to mitigate perceived vulnerability through privacy controls and explores the consequences of data breaches and customer vulnerability. The chapter further emphasizes the need for organizations to balance benefits, risks, and customer trust while harnessing the value of customer data. An ethical framework for data privacy marketing audits is proposed to help organizations assess their data practices responsibly and competitively. By integrating personal data protection strategies within an ethical framework, organizations can protect consumer privacy, enhance customer trust, and maintain their competitive edge in the market.

Carbon leakage – where multinational enterprises (MNEs) transfer carbon-intensive production activities to countries with laxer emissions constraints for cost purposes – is one of the main mechanisms through which international business (IB) contributes to climate change. This chapter discusses a new policy initiative called the Carbon Border Adjustment Mechanism (CBAM) that the European Union (EU) introduced in May 2023 to fight carbon leakage. The authors analyze the logic of CBAM and discuss how it will likely influence IB both in industries that are directly targeted by CBAM and related industries that will face spillover effects.

This study investigates Rokkan's research programme in the light of the differences between case- and variables-based methodologies. Three phases of the research process are distinguished. Studying the way Rokkan actually proceeded in the research within his Europe project, we find that he follows the protocols of case-methodologies such as grounded theory. In the second phase of the research process, however, he constructs variables-based models as tools for his macro-historical comparisons. To get to variables from the sensitizing concepts coded in the first phase, Rokkan defines his variables as close to cases as possible: variables as nominal level typologies, types as variable values. He thus faces two interrelated dilemmas. First, a philosophy of science dissonance: he legitimates his research only with reference to a variable-methodology, while his research is thoroughly case based. Second, a paradox of double coding: using variable-based models in the second phase, the status of the knowledge available in the first phase memos is degraded. Rokkan cannot decide between the two main solutions to these dilemmas: The first solution is to discard his heterogeneous data, instead working only with homogeneous data that opens up to more consistently variables-oriented research. The second solution is to replace the notion of variables/variable values with typology/types, thereby returning to cases, pursuing comparative case reconstructions in the third phase of research. The study concludes in favour of the second solution.

It is important to implement artificial intelligence (AI) because it can simplify and solve complex problems faster than humans. Because AI learns about people and their behavior from the first purchase, AI marketing can boost marketing efforts by leveraging data to target extremely precise consumer groups. There is a debate about the efficacy of AI marketing due to the constraints and limits imposed by the system's nature. This chapter presents insights from published studies regarding the relationship of AI with marketing and how AI can affect marketing. A real-world example of Netflix's usage of AI in marketing has been demonstrated. Then, consumer attitudes regarding AI were revealed. Then, several ethical considerations concerning AI were highlighted. Finally, the anticipated future of AI marketing was addressed. This chapter demonstrated the significance of firms implementing AI marketing to get a competitive advantage. Although some of the difficulties mentioned in this study need to be resolved, AI marketing has a bright future. There are ethical concerns about bias and privacy that should be addressed further. This chapter will encourage firms to use AI systems in marketing, and it will open the door to concerns that will need to be investigated academically in the future.