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Harvard Business Review Brief Cases — Management of Information Systems
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   None of Our Business?
  Add   View  8 pp.  Case Study
Author(s): Fusaro, Roberta A.
Publication Date: 12/01/2004
Product Type: Harvard Business Review Article
Product Description: For teaching purposes, this is the case-only version of the HBR case study. The commentary-only version is Reprint R0412Z. The complete case study and commentary is Reprint R0412A. Tracking technologies--in products and services like TiVo and electronic toll collection--make people's lives a lot more convenient. But the public is understandably concerned about the privacy issues such technologies raise. No one is more aware of those issues than Dante Sorella, CEO of Raydar Electronics, which develops and sells radio frequency identification (RFID) tags and readers. So Dante is troubled when executives from one of his client companies approach him about integrating RFID technology into retail operations. KK Inc., a manufacturer and retailer of teen clothing, wants to embed flat RFID tags into the bills of its hugely popular caps and visors. The tags would be activated at the registers with customers' purchasing data (items bought, sizes, amount spent, and so on). When a customer wearing one of the hats next visited a KK store, the tag would be scanned by readers mounted at the entrance, and a video screen would greet the shopper. Armed with data about the individual's preferences, store personnel could steer her toward her favorite styles or appropriate sale items. Dante appreciates the technology behind the idea--and, of course, its business potential for Raydar--yet he can't help thinking that this particular application smacks of Big Brother. How should Dante respond to KK's interest in tagging the caps and visors? Commenting on this fictional case study in R0412A and R0412Z are Glen Allmendinger, president of the technology consulting firm Harbor Research; Lee Tien, senior staff attorney at the Electronic Frontier Foundation, a nonprofit organization that works to protect individuals' digital rights;
 
 
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