There exists a vibrant literature dealing with one‐to‐one marketing and mass customization. The practice holds the promise of very satisfied customers, and profitable marketers who can create their own unassailable market positions. One of the building blocks of mass customization is...

Purpose – The purpose of this paper is to investigate the threats to patient privacy inherent in the movement to reduce health care costs by digitizing health care information. Design/methodology/approach – The paper applies relevant organizational theories to the health care information...