Qualitative research identifying types of information regarding clients - esselte study case

1. INTRODUCTION

The following paper tries to identify types of information regarding clients, collected, stored and used by Esselte, considered the world's leading consumer product manufacturer of office supplies. Our choice of subject is justified by the fact that nowadays, information has become even more valuable than time, especially those data regarding clients and their buying behavior. The secret of companies’ success lies in the way they manage these pieces of information.

As a customer you might feel that you have very little or no control over the information you give out to the company from which you purchase a product. Your loyalty card records all the purchases you have made and fits you into a category of buying patterns, sites on which you place an order register your e-mail address and use it for sending you unsolicited mail, private data which you offer under confidence get sold out to third parties. In whom can you confide and who deserves the much needed information that you can so easily give?

The above question is exhaustively answered by the “Privacy Policy”, which one can find on the Esselte Internet site. They give reasons for every piece of information they ask of you, they give assurance for the safety of the data and options when you do not feel comfortable in giving out certain details. Furthermore, they completely show you the process undergone by the information once is in their hands, everything from logistics to technical details.

Our goal is to describe the data flow at Esselte, to analyze it and pass judgment over it, to compare the Policy with other similar tools used by competitors or other companies. As there are various implications regarding this particular subject we will try to make the analysis from multiple points of view: economic, moral, technical, human etc. Our contact with Esselte was Mr. Alexandru Parvanescu, Sales Representative of Esselte in Romania.

2. BRAND HISTORY

It all started back in 1913, when thirteen separate Stheydish businesses, all involved in graphics and related operations, joined together to form a company called SLT. In 1970 the group changed its name to Esselte, a move that still retained the link with the original company name. Over time Esselte developed into a quality brand with strong positions across any countries in Europe, Particularly Scandinavia. From its beginnings the Esselte brand has undergone many changes but it has remained true to its origins, providing office products to many millions of people across the globe.

The Esselte of today stands for developing professional products and organizational solutions within the modern workspace in order to simplify people’s lives. Creating unique, innovative solutions to the problems their audience face is the way Esselte will continue to be relevant into the 21st century and beyond.

Corporate Information

Esselte's global business is comprised of five operating divisions that service the office supplies and creative needs of customers in over 120 countries. Esselte Americas, Esselte Europe, DYMO, Creative Division and Asia Pacific together account for annual worldwide sales of approximately USD 1.2 billion.

Company History

Founded in 1913 in Stockholm, Stheyden, Esselte is the leading global office supplies manufacturer. Through numerous acquisitions, the company grew and its core activities soon included everything from book binding and paper manufacturing, to the printing of stationery, playing cards, maps, forms and printing securities; including share certificates and bonds.