Extending the classification scheme of personalization constraints in digital business environments

Abstract

Corporations which operate in digital business environments often implement personalization activities to gain a competitive advantage and raise the buying intentions of their customers. Personalized marketing messages based on individual preferences and needs of customers are the key to success. But companies also need to manage constraints of personalization activities. This contribution focuses on the extension of a classification scheme of personalization constraints by applying a multi case study approach. The classification scheme provides insights into various limitations which need to be handled by companies that aim on the successful implementation of personalization activities.