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3Vol. 12, No. 2, 2020 NIM Marketing Intelligence Review— 10.2478 / nimmir-2020-0010 Editorial Currently China is working on a social credit system for all its citizens. Persons are rated for their behavior – paying bills in time, having chil- dren, recycling, etc. and the ratings are used to create one numerical social score. People with high scores are able to skip the security lines at airports and get approved for buying a house, for example, whereas those with low scores are not able to buy plane or train tickets during holiday peaks. While such a