The trade off between customer privacy and Web site personalisation is currently moving to the forefront of academic and practical debate in marketing. The new Internet applications allow marketers to develop detailed customer databases where personal information is connected with buying...

Purpose – This paper aims on one hand to provide a comparison of mobile consumers' perceptions regarding privacy issues in three different national and cultural contexts (England, France and Romania), and on the other hand, to investigate the strategic approach taken by respondents for...