The implementation of ERP software into organizations is widely recognized as contentious with different groups often requesting customization of the standard product to meet their particular needs and interests. Various efforts aimed at influencing the discourse and framing related to the ERP are therefore common in such implementation projects. Using an interpretive case study we examine the dynamics of such conflict, focusing on the process of framing meanings of ERP technology during an ERP implementation in an India based multinational company. In this exploration, we create a processual account of discursive framing through which a frame emerges around ERP - an IT artifact. This leads to a collective frame that eventually shapes the decision-conflict of adopting versus customizing the standard ERP artifact. Based on this account, we develop a dialogical approach to collective technology action framing that draws on the developments in social movement (SM) theory while addressing limitations of the dominant approaches to framing. We also develop a model that explicates the interaction between cognitive frame and discursive framing, clarifying an underexplored and unclear relationship in SM and IS framing literature. Finally, we highlight the role of perceived coercion in generating a widely shared meaning of ERP technology, foregrounding the relationship between coercion and consent