Schubert, PetraKummer, MathiasLeimstoll, Uwe2015-10-052015-10-0520061091-93921054-17211532-7744http://hdl.handle.net/11654/8985https://doi.org/10.26041/fhnw-2997Most e-commerce applications require the collection and storing of information about customers. As a consequence, the performed transactions involve legal issues. For three years, the authors have been involved in a project that studies the potentials of personalization of e-commerce systems from the particular angle of SMEs. The paper picks up a couple of scenarios that many e-commerce vendors face when implementing personalization on their Web sites. The specific focus of the discussion is the legal use of costumer profiles for e-commerce applications. Since most legal issues are difficult to understand for non-lawyers the paper makes use of a case study, which shows explicitly what e-commerce vendors need to keep in mind when implementing personalization on their Web sites.en-UKPersonalisierung330 - Wirtschaft005 - Computer Programmierung, Programme und Daten01A - Beitrag in wissenschaftlicher Zeitschrift201-221