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In a global information-based economy, data about customers are one of the most important sources for competitive advantage. As one of the research associates from the London-based think tank Demos states: 'We produce and manipulate personal information on an industrial scale. Personal data are the fuel of the modern economy' (Pink 1997:58). Hagel and Rayport (1997:53) also indicate that 'information about customers enables organizations to target their most valuable prospects more effectively, tailor their offerings to individual needs, improve customer satisfaction and retention, and identify opportunities for new products and services'.

Customer-centric data warehousing in organizations and the privacy of the individual as a customer: a call for reexamination