The Science and Information Organization
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چکیده
To aid professionals in the early assessment of possible risks related to personalization activities in marketing as well as to give academics a starting point to discover not only the opportunities but also the risks of personalization, a ‘Classification Scheme of Personalization Constraints’ is established after the analysis of 24 case studies. The classification scheme includes three dimensions: origin (internal, external), subject (technological, organizational) and time (data collection, matchmaking, delivery) and describes the different obstacles with which companies are confronted when implementing personalization activities. Additionally four ‘Standard Types of Personalization Environments’ are developed. They describe a set of business environments which inherit different internal and external risks related to personalization activities in marketing. The standard types are termed Flow, Performance, Dependence and Risk. Keywords—personalization; case study research; corporate communication; personalization constraint
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