Mengapa menggunakan DSS - Perusahaan berada pada situasi ekonomi yg tidak stabil - perusahaan dihadapkan pada tingkat kompetisi

yang meningkat - perusahaan menghadapi peningkatan kesulitan dalam hal melacak jumlah operasi2 bisnis - sistem komputer perusahaan tidak mendukung peningkatan tujuan perusahaan dalam hal efisiensi profitabilitas, dan mencari jalan masuk dipasar yang benar2 menguntungkan one-to-one marketing and advertising are becoming the norm, and mass customization and personalization are taking off. Slowly, the demand for customized products and services increased. Burger King i ntroduced the concept of making it your way, and manufacturers were looking for solutions to providing c ustomized products in large quantities, which is the essence of mass customization. Such solutions were usually enhanced by some kind of information technology (Pine and Gilmore 1997). The introduction of customized personal computers (PCs) by Dell Computer was so successful that many other industries wa nted to try mass customization. However, they found that it is not so easy to do so (Zipkin 2001; Agrawal et al. 2001). A key issue in mass customization is understanding what the customers want. EC i s very helpful in this area due to the use of online market research methods such as collaborative filt ering Mass customization on a large scale is not easy to attain (Zipkin 2001; Agrawal et al. 2001), but if properly performed, it may become the dominant model in many industries.