... in the Germanic Mittelstand have endeavored to “scale up” personalization. Design/methodology/approach Different ways of scaling up personalization are explained with examples. Findings The concept of personalization need not just concern customers, in contrast to conventional treatments...

... the relevant scope of the foregoing analysis may be confined to national contexts like German Mittelstand with its highly developed sector of family firms. Practical implications Contrary to received wisdom, family firms with conservative values may actually have certain advantages...