The BW business content is designed as stand-alone reports. This means you can activate a cube from business content with its associated extractors and it will work immediately.
Now imagine that you have to employ BW in a company where they utilise several SAP applications (Purchase, Production, Sales, Deliveries, etc)but each departmant needs its own managemnt reports. On top of that you must create reports over the total goodsflow in this company.
In this case it can be wise to design your own cubes and ods simply to make the dataflow more efficient by reusing data from one ODS into several cubes. The standard BW business content is (in my opinion) not optimal modeled to reuse data is several cubes.
I can mention an example where a customer wanted a stock report that included data from the extractors 0FI_GL_4, 0CO_PC_ACT_02, 0CO_PC_ACT_03, 0CO_PC_ACT_05, 0CO_PC_ACT_06, 0CO_PC_02, flat-files, 0MAT_PLANT_ATTR, 0MATERIAL_ATTR and a bunch of self developed extractors on R/3 tables LQUA, MARD and MLGN.
What we did is to design a number of cubes that combine data that logically belongs together and then we created a multicube to combine the individual cubes in to one.
Development time was rather long because during the development and testing the requirements where rewritten a few times.
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