8. From ETO to Mass Customization: A Two-Horizon ETO Enabling Process

During the past few years, many companies are playing in their respective market managing one batch of their commercial offer as mass customizer and another as a pure Engineer-to-Order (ETO) company. This newly created business model generates new needs and issues both in the internal organization approaches, and in the supporting IT systems. The competitive advantage of successful firms relies on the effective management of their purely customized orders, with the aim of including relevant knowledge and information in the standard space of action. Therefore, this study aims at conceptualizing this new business reality, presenting an innovative underlying scheme for the ETO enabling process in which the central focus is on the design phase. Furthermore, a set of success practices are represented, discriminated between long and short term horizons. In this context, both technological and organizational aspects have been explored. Lastly, applicability of the proposed framework has been empirically validated through case studies.