If you want to do effective Master Data management, you want to have consistent high-quality master data, which is the main driver for your entire organization’s business processes.
In traditional ERP, there are object models, like Customer and Vendor Master, that consist of redundant data. Storing redundant data (e.g. addresses) is not in line with the concept of effective Master Data management. To remove this redundancy, SAP has introduced the “Business Partner first paradigm” as one of their simplifications in S/4HANA.