We were honored to welcome Dr. Kelly D. Martin from Colorado State University (US) as our third guest in the Research Seminars Series. Her presentation shed light on the role of customer data privacy as a competitive strategy for firms. Martin's research revealed that using privacy as a distinguishing factor can boost a company's performance and prompt favorable customer evaluations.  However, the success of privacy strategies depends on their authenticity, which can either amplify or dampen their impact. Martin's results offer practical guidance for marketing managers and privacy experts. We express our gratitude to Kelly D. Martin for sharing her valuable insights with us.