Personalized Commercial Web Sites.
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Personalization is an interdisciplinary topic that has been discussed in marketing and information systems as well as in other research disciplines. In this paper we present findings from a longitudinal research project on personalization of e-commerce systems. The findings were taken from interviews, empirical studies, and implementation projects with company partners. There is no single strategy for a successful personalization feature: each company needs to find its own unique selling proposition. The projects showed that once this USP has been identified it can be used for building up lasting relationships with customers. There is a need for further research into personalization issues ? even if there are companies like Amazon, eBay or Broadvision that already demonstrate how it can work.