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ERP systems are part of a generation of information systems which have changed the traditional mass-marketing approach. Add-on modules such as CRM (Customer Relationship Management) enable the collection of detailed information about individuals and the use of this information to tailor products and services to the individual needs of customers. First mentioned by Davis (1987) and consequently elaborated by Pine II (1993) the concept of mass customization emerged. It is characterized by the ability to provide customized products or services through flexible processes in high volumes and at reasonably low costs
When ERP was introduced it enabled organizations to practice new forms of industrial engineering, a shift away from the traditional forms where IT functioned independent of the business objectives (Venkatraman, 2000)...
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