Managing Privacy in B2B Marketing: A Systematic Literature Review

Security and privacy breaches, online fraud, identity theft, and online scams have amplified the public's privacy concerns in recent years. While privacy concerns have primarily been studied in the B2C setting, businesses often suffer detrimental consequences if information privacy is poorly managed. Hence this paper examines privacy management with a focus on B2B marketing in the digital era. We conducted a systematic literature review of 47 research papers published between 2010 and 2021 on information privacy in B2B marketing. Our findings suggest that privacy issues evolve with changing technologies in the digital era and that approaches to conceptualizing privacy and information privacy management shape B2B trust, branding and servitisation. We contribute to the existing literature by developing a framework encompassing the drivers, approaches, and outcomes of privacy management in a B2B context. This paper concludes with implications of privacy issues for managers and policymakers and proposes a future research agenda.