Trust-Based Customer Information Management (CIM) in the Network Economy: A Strategic Approach

In the network economy, successful information management practices rely on rich, relevant and accurate information from and about firm stakeholders (Alavi and Leidner 2001; Deighton, Peppers, and Rogers 1994). Marketing scholars and practitioners have explored the development of successful stakeholder information management practices (Blattberg, Glazer, and Little 1994) and customer information management (CIM) practices have attracted particular attention. Recent research suggests that successful CIM practices are founded on the development of trust (Campbell 1997; Gengler and Popkowski 1997). Previous research on trust-based CIM practice has approached the development of trust on different levels of abstraction. In particular, Milne and Boza (1999) adopt a strategic approach to trust-based CIM practice, while Culnan and Armstrong (1999) develop an approach of greater specificity. This research employs a network perspective in an effort to extend Milne and Boza’s (1999) strategic approach to trust-based CIM practice, while integrating the work of Culnan and Armstrong (1999). Network perspectives emphasise the influence of network members on marketing strategy. First, this study explores research on the ability of consumers to influence the shape and structure of CIM practice. Second, research on trust-based CIM practice is explored in light of the significant influence consumers may have over the depth, relevance and accuracy of information. This analysis suggests that Milne and Boza’s (1999) strategic approach to trustbased CIM practice founded on the provision of knowledge and control may be extended to include protection and value. Third, a rich qualitative enquiry then explores the veracity of this extended approach to trust-based CIM practice, traversing a range of dyadic and networkbased customer-firm relationships.