“…Indeed, in ETO industries, companies traditionally offer a high degree of customization, and thus the role of the product configurator is to allow customers and salespeople to navigate the variety (Haug, Ladeby, and Edwards 2009). Furthermore, the product configurator can be used for supporting and, to some extent, automating the sales and engineering processes (Kristjansdottir, Shafiee, and Hvam 2017). Also, Hvam et al (2013) reported as an indirect consequence that implementing a product configurator worked as a catalyst for reducing product portfolio complexity, as unnecessary complexity became more apparent during the modelling process.…”