“…Studies have cited numerous examples of ETO companies that have adopted advanced sales configurators (Christensen & Brunoe, 2018;Haug et al, 2011;Haug, Shafiee, & Hvam, 2019b;Kristjansdottir, Shafiee, & Hvam, 2016;Orsvärn & Bennick, 2014;Petersen, 2007). Furthermore, several articles have explored the application of PCSs to support ETO processes (Christensen & Brunoe, 2018;Kristianto, Helo, & Jiao, 2015;Zeng, Tseng & Lu (2006); Petersen, 2008) and discussed how to integrate PCSs with customer relationship management (CRM), product data management (PDM) and enterprise resource planning (ERP) systems (Forza & Salvador, 2007Myrodia, Randrup, & Hvam, 2019).…”