IT HAS HOW ONE CAN REALIZE ETHICS IN FUTURE. BIG DAT EFFECT IN BUSINESS.

1. IS ETHICAL
BUSINESS
POSSIBLE IN
FUTURE ?
BIG DATA, TRUST AND
PRIVACY
Date: 20/01/2019

2. CONTENTS
 What are Ethics in business?
 Approaches to ethics
 Identifying the line between ethical and legal
 An ethical economy
 Who is responsible to create ethics in organization?
 Role of Managers in realizing Ethics
 FACEAPP CASE STUDY
 Some facts about user data and privacy
 CAMBRIDGE ANALYTICA FACEBOOK SCANDAL CASE STUDY
 Role of transparency in creating a better world
 Recommendations
 References

3. WHAT ARE ETHICS IN BUSINESS?
The word
“Ethics”,
comes from
the Greek
word
“ETHOS”,
which
means
character of
In simple
words,
Ethics are
the set of
rules that
determine
‘right’ or
‘wrong’
Business Ethics,
ensure that a certain
basic level of trust
exists between
consumers and
various forms of
market participants
with business.

4. APPROACHES TO ETHICS
Teleological approach - An act would be considered moral if it produced more satisfaction than dissatisfaction for society.
Deonotological approach - The deonotological approach is built upon the premise that “duty” is the basic moral category and
that the duty is independent of the consequences.
Emotive approach - Morality hinges on the personal view -point .
Moral-rights approach - This approach views behavior as respecting and protecting fundamental human rights, equal treatment
treatment under law and so on.
Justice approach - All policies and rules should be fairly administered.

5. IDENTIFYING THE
LINE BETWEEN
ETHICAL AND LEGAL
Image Credits : Study.com

6. AN ETHICAL ECONOMY
Ethical economy considers ‘Ethics’, as a mean
to analyse the impact of rules, virtues, and
goods or values on economic action and
management.
It understands ethics as a mean to increase
trust.
For e.g. Sweden has reduced Carbon emissions
by about 23% in past few years, and during
this time theirs economy has grown by 55%.
Ethical Economy consists encompasses of
1. Protecting users identity, data, privacy, etc
2. Building a positive corporate culture
3. Boosting customer confidence
4. Reducing financial liabilities
5. Minimizing potential lawsuits
Every event of every segment of a company
should be transparent.

7. WHO IS RESPONSIBLE TO CREATE ETHICS IN ORGANIZATION?
1.Board of directors
2.General managers
3.Department managers
4.INDIVIDUALS
Image credits: Eduardo Lopez, Strategic ethics and
governance.

8. “ETHICS IS KNOWING
THE DIFFERENCE
BETWEEN WHAT YOU
HAVE A RIGHT TO DO
AND WHAT IS RIGHT TO
DO.”
-POTTER STEWART ,
ASSOCIATE JUSTICE OF
THE UNITED STATES
SUPREME COURT
ROLE OF MANAGERS IN
REALIZING ETHICS

10. EMERGING TECHNOLOGIES
BIG DATA ARTIFICIAL
INTELLIGENCE
VIRTUAL REALITY BLOCKCHAIN IOT QUANTUM
COMPUTING

11.  Who has seen an
advertisement that has
convinced you that
your microphone is
been listening to your
conversations?

12. FACEAPP CASE
STUDY
• Faceapp’s maker is headquatered in Russia, St.Petersburg
• Apps privacy policy granted “perpetual” access to the photo uploads
of friends or family
• App was also granted “Editors Choice”, by Google Play store
• This was a direct line from Faceapps term of service- which grants it
“perpetual, irrevocable, nonexclusive, royalty-free, worldwide, fully-
paid, transferable [and] sub-licensable” access to your photos”
• 180M+ downloads for Android and Apple Users

13. SOME FACTS ABOUT USER DATA AND PRIVACY
1. Companies using user
data analytics have shown
growth by 15-20%
2. Facebook has 40B
photos per day
3. Boeing747 requires
240TB of data per flight
4. 90% of total data is
created in the past two
years
5. 60% of companies
globally are now investing
in Cloud computing and
Big data
6. Walmart has 1M
customers throughout the
world per hour
7. 80% of smartphone
users reach their phone
when wake up

14. CAMBRIDGE ANALYTICA
FACEBOOK SCANDAL
Image Credits: Google Free Images

15. WHAT IS CAMBRIDGE ANALYTICA ANYWAY?
 Political Data Analysis Firm
 Worked for Trump Campaign
 Data Points – Personality Profiles
 Psychographic Targeting
Image Credits: Google Free Images

16. WHAT IS THE PROBLEM?
 The firm got massive dataset of American
electorate
 Accused of secretly keeping data on 50 million
Facebook users without permission

17. HOW DID THEY DO THAT?
 Data was acquired by “thisisyourdigitallife”, (a third-party app created by a researcher at
Cambridge University Psychometrics Centre)
 Nearly 300,000 people downloaded it, thereby handing the researcher and the firm access to
not just their own data but their friends as well.

18. WHAT IS THE TRUMP CONNECTION?
 The TRUMP 2016 digital campaign relied heavily on ad targeting
 Allegedly ad targeting was used to push the borderline voters in favour of
Trump
Image Credit: Google Free Images

19. Image Credits: Alvin Chang, 2018, Vox Article

20. ROLE OF TRANSPARENCY IN CREATING A BETTER WORLD
Transparency in Development
Transparency in Vulnerabilities
Transparency in Data Usage

21. RECOMMENDATIONS
 Develope Ethical standards
 Transparency
 Go small
 Understand the New Regulations
 Consumers must be more
attentive

22.  [1].Vivekananda S. (2009). The Complete Works , Mayavati Memorial Edition, Advaita Ashrama,
(Publication Department), 5Dehi Entally Road, Kolkata-14, Volume- V; PP,192-193.
 [2]. Carroll B. and Buchholtz (2001) ‘Business and Society: Ethics and Stake Holder Management’, Thomson
Publishers, India, pp. 170.
 [3]. Buchholz A. Rogene, Rosenthal and B. Sandra (1998) ‘Business Ethics – The Pragmatic Path beyond
Principles to Process’ Prentice Hall, New York.
 [4]. BBC News (2019), Ethics: a general Introduction
Available at: http://www.bbc.co.uk/ethics/introduction/intro_1.shtml
 [5]. Alexendra Twin(2019): Business Ethics
 [6]. Bernard Marr(2014): Big Data in Practice
Available at :https://www.slideshare.net/BernardMarr/140228-big-data-slide-share/3-
The_basic_idea_behind_the
 [7]. Eric schmidt(2014), Quoted at that time when he was Google Executive at Forbes Interview
 [8]. Stark, Harold (2017). "Introducing FaceApp: The Year Of The Weird Selfies". Forbes.(Interview Quote)
REFERENCES

23. THANK YOU
Any questions?