Service Oriented Architecture (SOA) supports the integration of distributed and heterogeneous services by offering Web Service composition standards which describe service composition as a business process. However, the composition model proposed in SOA does not explicitly deal with personalization and context-awareness. In order to address such limitations, we have developed the CAWE conceptual framework. In this paper, we describe the personalization support offered by our framework to the development of context-aware, adaptive web-based systems. CAWE handles the integration of heterogeneous services and information sources; moreover, it manages long-lasting interactions with multiple cooperating users and it personalizes the business logic of the application by adapting the workflow activities to be carried out.