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The Role of the Mangement Sciences in Research on Personalization

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  • B. P. S. Murthi

    (University of Texas at Dallas)

  • Sumit Sarkar

    (University of Texas at Dallas)

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    Abstract

    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.

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    File URL: http://www.bepress.com/cgi/viewcontent.cgi?article=1025&context=roms
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    Bibliographic Info

    Paper provided by Berkeley Electronic Press in its series Review of Marketing Science Working Papers with number 2-2-1025.

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    Date of creation: 20 May 2003
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    Handle: RePEc:bep:rmswpp:2-2-1025

    Note: oai:bepress:roms-1025
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    Web page: http://www.bepress.com

    Related research

    Keywords: CRM; Persoanlization; Marketing; e-commerce;

    References

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