Firefly Network develops software that enables online businesses to collect information about their online customers and deliver personalized information to them in return. Firefly was founded in March 1995, a group of researchers from the MIT Media Lab is working on the application of intelligent software agents. This case discusses the role of personalization software to create online communities and enhance e-commerce, with a particular focus on online book sales. It compares various technologies, including "rules-based system", and analyzes the issues of trust and confidentiality. Finally, he questioned the revenue model for web-based businesses, as well as the strategy a young software company for Internet trying to create an industry standard. "Hide
by Erik Brynjolfsson, Jean-Claude Charlet Source: Stanford Graduate School of Business 16 pages. Publication Date: March 1, 1998. Prod. #: OIT22A-PDF-ENG
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