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Implementing configurators to enable mass customization in the Engineer-to-Order industry: a multiple case study research

Abstract Engineer-to-Order (ETO) companies are embracing the mass customisation strategy to face the challenges posed by global competition. Product configurators are key enablers of such strategy. Despite the benefits, the actions to perform to manage the challenges of implementing product configurators are still understudied. This paper aims to fill this gap by empirically exploring seven case studies of ETO companies that are embracing a mass customisation strategy and have implemented a product configurator. The results provide a classification of the challenges that ETO companies have to manage in each phase of the implementation of product configurators, and a framework that supports managers in defining the actions necessary for the development and implementation of product configurators. This study, thereby, contributes to the debate on how ETO companies can move towards a mass customisation paradigm.