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Bert de Vries

An oft-heard misunderstanding is that Configure To Order (CTO) leads to a less diverse range of products on the market than Engineering To Order (ETO). The truth is quite the contrary: CTO leads to less internal diversity – fewer different article flows, fewer different engineering activities, and therefore lower costs and shorter delivery times – but to more external diversity. That has everything to do with the working of the human mind; in this case, the mind of sales.