Abstract: A data storage and retrieval mechanism includes a base table to store attributes common to each of the customer-specific variants and a spill-over table to store customer-specific attributes for associated individual ones of the customer-specific variants, the attributes of the base table and spill-over table each sharing a common, human readable name-referencing scheme. The customer-specific variants provide for corporate personalization of data storage, retrieval, and input and output operations/presentations as well as workflows that use such data. The name-referencing scheme may utilize multi-part names for data objects and such names may be used by other applications within the hosted environment for creating workflows, visual representations of the workflows, and/or data forms.