The Role of the Mangement Sciences in Research on Personalization

We present a review of research studies that deal with personalization. We synthesize current knowledge about these areas, and identify issues that we envision will be of interest to researchers working in the management sciences. We take an interdisciplinary approach that spans the areas of economics, marketing, information technology, and operations. We present an overarching framework for personalization that allows us to identify key players in the personalization process, as well as, the key stages of personalization. The framework enables us to examine the strategic role of personalization in the interactions between a firm and other key players in the firm's value system. We review extant literature in the strategic behavior of firms, and discuss opportunities for analytical and empirical research in this regard. Next, we examine how a firm can learn a customer's preferences, which is one of the key components of the personalization process. We use a utility-based approach to formalize such preference functions, and to understand how these preference functions could be learnt based on a customer's interactions with a firm. We identify well-established techniques in management sciences that can be gainfully employed in future research on personalization.CRM, Persoanlization, Marketing, e-commerce,

The Importance of Transparency and Willingness to Share Personal Information

This study investigates the extent to which individuals are willing to share their sensitive personal information with companies. The study examines whether skepticism can influence willingness to share information. Additionally, it seeks to determine whether transparency can moderate the relationship between skepticism and willingness to share and whether 1) companies perceived motives, 2) individual’s prior privacy violations, 3) individuals’ propensity to take risks, and 4) individuals self-efficacy act as antecedents of skepticism. Partial Least Squares (PLS) regression is used to examine the relationships between all the factors. The findings indicate that skepticism does have a negative impact on willingness to share personal information and that transparency can reduce skepticis

Performance measures of net-enabled hypercompetitive industries: the case of tourism

This paper investigates the theory and practise of e-metrics. It examines the tourism sector as one of the most successful sectors on-line and identifies best practice in the industry. Qualitative research with top e-Marketing executives demonstrates the usage and satisfaction levels from current e-metrics deployment, selection of e-metrics for ROI calculation as well as intention of new e-metrics implementation and future trends and developments. This paper concludes that tourism organizations gradually realise the value of e-measurement and are willing to implement e-metrics to enable them evaluate the effectiveness of their planning processes and assess their results against their short and the long term objectives

Business Modeling Framework For Personalization In Mobile Business Services

Is presented the structure of a formal framework for personalizationfeatures for mobile business services, which can be used to drive thebusiness modeling of M-business services from a service provider pointof view. It also allows to compute the revenue as linked topersonalization levels and features. A case study has been performedin the area of personalized location based mobile servicespersonalization;individual profiles;location based services;mobile business;mobile services

Considering the User in the Wireless World

The near future promises significant advances in communication capabilities, but one of the keys to success is the capability understanding of the people with regards to its value and usage. In considering the role of the user in the wireless world of the future, the Human Perspective Working Group (WG1) of the Wireless World Research Forum has gathered input and developed positions in four important areas: methods, processes, and best practices for user-centered research and design; reference frameworks for modeling user needs within the context of wireless systems; user scenario creation and analysis; and user interaction technologies. This article provides an overview of WG1's work in these areas that are critical to ensuring that the future wireless world meets and exceeds the expectations of people in the coming decades

Recomendation systems and crowdsourcing: a good wedding for enabling innovation? Results from technology affordances and costraints theory

Recommendation Systems have come a long way since their first appearance in the e-commerce platforms.Since then, evolved Recommendation Systems have been successfully integrated in social networks. Now its time to test their usability and replicate their success in exciting new areas of web -enabled phenomena. One of these is crowdsourcing. Research in the IS field is investigating the need, benefits and challenges of linking the two phenomena. At the moment, empirical works have only highlighted the need to implement these techniques for tasks assignment in crowdsourcing distributed work platforms and the derived benefits for contributors and firms. We review the variety of the tasks that can be crowdsourced through these platforms and theoretically evaluate the efficiency of using RS to recommend a task in creative crowdsourcing platforms. Adopting a Technology Affordances and Constraints Theory, an emerging perspective in the Information Systems (IS) literature to understand technology use and consequences, we anticipate the tensions that this implementation can generate

Further Thoughts on CRM

Skepticism and disappointment have replaced the initialenthusiasm about CRM. The disappointing results ofCRM-projects are often related to difficulties thatmanagers encounter in embedding CRM in their strategyand organization structure. In this article we presenta classification scheme on how CRM can be strategicallyembedded in organizations using the value disciplinesof Treacy and Wiersema. We use the findings from threecase studies to illustrate our classification. Based onthese case studies and interviews with managers wedistinguish between strategic and tactical CRM, andderive important issues that managers should considerbefore successfully implementing CRM.customer relationship management;marketing strategy;marketing performance