Birds of a feather: intra-industry spillover of the Target customer data breach and the shielding role of IT, marketing, and CSR

详细信息    查看全文

• 作者：Saim Kashmiri ; Cameron Duncan Nicol…
• 关键词：Customer data breach ; Contagion effect ; Social network theory ; Marketing influence ; Marketing capability ; Corporate social performance
• 刊名：Journal of the Academy of Marketing Science
• 出版年：2017
• 出版时间：March 2017
• 年：2017
• 卷：45
• 期：2
• 页码：208-228
• 全文大小：
• 刊物主题：Business and Management, general; Marketing; Social Sciences, general;
• 出版者：Springer US
• ISSN：1552-7824
• 卷排序：45

文摘

The authors develop a conceptual framework for conditions under which news of a major customer data breach at a U.S. retail firm is likely to decrease other U.S. retailers’ shareholder value. Using the massive data breach at Target Corporation as their empirical context, and an event study of 168 publicly listed U.S. retailers as their methodology, the authors find considerable support for their framework. Results indicate that the Target data breach resulted in negative abnormal returns for other U.S. retailers, and that the strength of this contagion effect was moderated by factors related to retailers’ (a) size and product market similarity with Target, (b) governance-related tie-strength with Target, (c) information technology-related ability to prevent a similar breach, (d) marketing ability to respond effectively in the aftermath of a similar breach, and (e) corporate social responsibility. The authors show that although a major retail data breach may result in an intra-industry spillover, managers can use factors related to information technology, marketing, and corporate social responsibility to help insulate their firms from this contagion effect.