EXECUTIVE SUMMARY: Ethics and Big Data: Perspectives on Privacy ‘Navigating the moral maze of ethical issues relating to Big Data" Big Datais the ability of society to harness information in novel ways to produce useful insights or goods and services of significant value. It originates from both internal sources such as transactions, emails and log data as well as external sources like social media, photos and videos. 4 ethical challenges of Big Data are: Privacy, Transparency, Confidentiality and Identity. We will be focusing on Privacy ‘We will be analyzing the ethical challenges of Big Data through 2 case studies, from which we will identify areas of ethical conflict. We will then apply 2 ethical principles to the case studies, namely deontology and utilitarianism. Deontology emphasizes the preservation of individual rights and the intentions associated with behavior a form of consequentialism, while Utilitarianism is a form of consequentialism, which focuses on maximizing total utility for the greatest number of people, emphasizing outcomes. We will then draw lessons from the case study, synergize it with 2 notable benchmark, Nielsen, and then provide recommendations to business leaders so as to mitigate or address the ethical challenges of Big Data Our frst case study is Netflix. Netflix is an entertainment company that today primarily focuses on media streaming as well as content production. To do so, Netflix analyses consumer's user data and trends. The data collected is then used for song recommendations, to predict viewing habits, to find the next smash hit series, to improve the Quality of experience, as well as to make strategic decisions. The issue here is whether too much data is being collected by Nettlix, infringing on user's privacy. The conflict would be between providing a better user experience and protecting users’ privacy. We will evaluate Netfix’s collection of data from a deontological and utilitarian viewpoint, as well as from the standpoint of both consumers and the company. Our second case study isa murder case involving the Amazon Echo. The Echo isa voice-activated personal assistant. Similar to the Siri on your iPhone, the Echo keeps its microphone on and listening until it hears "Alexa", wherein it will send audio to Amazon's servers. The Echo was involved ina murder investigation in 2015, in Arkansas, USA, when a man named Victor Collins was found dead at James Bates’s home. It was suspected that Bates had killed Collins and had washed off the evidence. Police needed more evidence and hence asked Amazon to release data ‘rom their server as evidence. Amazon declined, citing privacy concerns and objecting to “overbroad or otherwise inappropriate demands", as well as quoting the US constitution’s 4th Amendment. Hence, the conflict here is between individual privacy and greater societal good, as in whether is it permissible for Amazon to refuse to release data in this capital (possible death penalty) case? After analysis of the case, we realize that corporations sometimes neglect minority views regarding the concerns on how personal data is managed, and that stakeholders are stil divided on what is ethical, as societal and legislative norms have yet to be established. Lastly, looking forward, new ethical issues will arise with rapid technological advancement. We recommend that firstly, corporations should adopt greater stakeholder orientation in the decision-making process. Secondly, corporations should refine their code of ethics for corporationevel commitment. A possible example for them to do so is Nielsen, whose privacy policy has very specific touch points on how consumers’ data is managed. Finally, there is a need for transformational leaders who are visionary, technically equipped and competent, to lead the transition to a more ethical corporation. ‘An Jiasheng, Chin Han Guang, Joel Tan Xingyu, Tan Yuan Lin