The market for behavioral biometrics-a technological evolution whereby patterns in human movement and activities can be identified, captured, and analyzed-is expected to exceed US $11 billion by 2031. We highlight the evolution from early physiological biometrics (e.g., fingerprints and iris scans used to verify the identity of individuals) to today's behavioral biometrics. Technological advancements now turn our retail stores, offices, and warehouses into live data streams that let us closely and automatically monitor employees' conduct at work. Although this development raises several legitimate surveillance and privacy concerns, behavioral biometrics can potentially benefit organizations and employees alike. Such mutual benefits compel managers to approach behavioral biometrics using our TRUST framework: transparency of intentions, respect for concerns, understanding the importance of choice, sharing the data benefits, and proactively timing the development. Managers who do so will gain a clear focus on organizational and employee well-being.

In June 2018, the co-founder and chief brand officer of HEXO Corp. (HEXO), a medical cannabis company in Gatineau, Quebec, Canada, needed to prepare his company for the legalization of Canada’s recreational marijuana market. HEXO already provided a range of innovative, smoke-free, and traditional marijuana products to customers across Canada. The chief brand officer planned to analyze the inflows and outflows associated with two options for entering the recreational cannabis market: constructing a new greenhouse and acquiring one of the company's competitors in eastern Canada. Because HEXO could pursue only one option, he would need to assess each option carefully, both qualitatively and quantitatively; develop short-term and long-term action plans; and project an income statement and balance sheet for the next fiscal year. The chief brand officer wanted to ensure that HEXO was in the best position to achieve economies of scale by increasing production capabilities, establishing a widespread distribution network, and developing a strong brand through high-quality customer experiences.

In June 2018, the co-founder and chief brand officer of HEXO Corp. (HEXO), a medical cannabis company in Gatineau, Quebec, Canada, needed to prepare his company for the legalization of Canada's recreational marijuana market. HEXO already provided a range of innovative, smoke-free, and traditional marijuana products to customers across Canada. The chief brand officer planned to analyze the inflows and outflows associated with two options for entering the recreational cannabis market: constructing a new greenhouse and acquiring one of the company's competitors in eastern Canada. Because HEXO could pursue only one option, he would need to assess each option carefully, both qualitatively and quantitatively; develop short-term and long-term action plans; and project an income statement and balance sheet for the next fiscal year. The chief brand officer wanted to ensure that HEXO was in the best position to achieve economies of scale by increasing production capabilities, establishing a widespread distribution network, and developing a strong brand through high-quality customer experiences.

Character House Entertainment was a small entertainment company in the Greater Toronto Area that provided Disney and cartoon-character performances for children’s birthday parties and corporate events. The company's customizable services featured musical performances, meet-and-greets, games, dances, stuffed animals, and cotton candy. In April 2017, the company’s founder and chief executive officer anticipated an influx in demand for a recently released movie that had achieved worldwide success and critical acclaim. She wanted to offer this new theme in the company's event options in order to contend with competitors and stay current with customers. In addition to customer and competitor indicators, she wanted to assess the return the company could expect if it expanded into offering those characters.

Character House Entertainment was a small entertainment company in the Greater Toronto Area that provided Disney and cartoon-character performances for children's birthday parties and corporate events. The company's customizable services featured musical performances, meet-and-greets, games, dances, stuffed animals, and cotton candy. In April 2017, the company's founder and chief executive officer anticipated an influx in demand for a recently released movie that had achieved worldwide success and critical acclaim. She wanted to offer this new theme in the company's event options in order to contend with competitors and stay current with customers. In addition to customer and competitor indicators, she wanted to assess the return the company could expect if it expanded into offering those characters.