Entreprise et respect de la vie privée du consommateur. De l'usage autorisé à l'utilisation souhaitable des données personnelles

A better definition of equilibrium is required when, on the one hand, consumer?s privacy concerns are growing and, on the other hand, the desire for companies to find out more about their customers is increasing daily. In this article we analyse the way in which companies must tackle the issues and limits concerning data collection. We also show why it is important to define a real relational strategy, in an ambiguous institutional context.