The Data Paradox: Aligning Digitalization and Data Policies for Consumer and Employee Well-Being

Project Aim

Digitalization is today a key aspect of strategic leadership. Organizations are increasingly recognizing the importance of data-intensive services for gaining insights, improving customer experiences, and fostering business growth.

There are, however, challenges with data-driven business including data breach, misuse, intimacy, and ownership as the data often contains sensitive or personal information, affecting both customer satisfaction and loyalty. Furthermore, employees often experience techno-stress from the knowledge demands of digitalization, affecting their well-being at work. Managing these two aspects of digitalization collectively has an impact on the company's efficiency and attractiveness on the market.

The project addresses this digitalization and data challenge, by exploring the innovative ways (as perceived by consumers and employees) companies can responsibly and transparently collect, use and make value out of digital data. It aims to develop a strategic leadership tool that will enable companies to benchmark and improve their data management practices based on consumer and employee data perceptions

To achieve this and to fulfil the purpose, the Data Paradox Project has three scientific goals:

• To understand how consumers view a company's data policies by developing the concept of perceived data integrity (PDI), and examine how it affects consumer behavior.
• To assess how prepared employees are to use the company's digitalization and data procedures by developing the concept of employee digitalization readiness (EDR) and exploring its effects on the employees' well-being.
• Collaborate with businesses and the public to create a strategic roadmap for responsible digitalization and data policies.