Toward a Multilayered Framework of Privacy-related Decision-making in B2B

For business-to-business (B2B) supplier firms that increasingly infuse technology into their offerings such that they can provide data-driven services, ready access to proprietary B2B customer firm data is critical. Despite clear evidence that B2B customer firms hesitate to provide such data due to the associated privacy risks, limited evidence exists regarding how B2B customer firms engage in privacy-related decision-making. Such knowledge is crucial to efforts to address privacy-related challenges by designing and managing B2B services effectively. Therefore, informed by a systematic analysis of the current state of research on privacy-related decision-making in B2B contexts, this article derives a comprehensive research framework from B2B buying research. The framework conceptualizes privacy-related decision-making in B2B as a multilayered phenomenon and indicates key questions for continued research on pressing managerial challenges for B2B services and solutions providers.