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The Internet introduced a new economy – the economy in the digital era – bringing profound changes in organizations, market structure and consumer behavior. The evolving search for personalized products that meet customers´ needs have forced companies to rethink their actual business models. One of the key-factor that allows this personalization is the customer-enterprise integration, enabled by IT resources that provide connectivity, integration, agility, flexibility and data collection. Though identify and understand which IT resources influence more the personalization strategy is still a challenge. Through multiple case study approach, it was investigated which IT resources were present in each company and how they influenced and contributed to enable customer-enterprise integration that leads to personalization. The results show that when an organization seeks to align their business and IT strategy, considering IT not only as a resource that will improve the company´s efficiency but as strategic one, being the driver for new forms of operation, there are better chances to succeed in the personalization strategy.

Personalization; Integration; Information Technology; Internet