In recent years, many manufacturers have experienced an increased demand for customized products and services, which requires the manufacturer to simultaneously offer both standardized and customized products. Consequently, several manufacturing strategies must be efficiently employed. These companies do not express the same prerequisites as ‘pure’ ETO companies since they need to be able to differentiate customized orders from standard orders, but also be able to differentiate between the manufacturing dimension and the engineering dimension of customization. Whereas standard orders can be processed with a platform approach, the customized orders contain specific requirements and information represented by ‘customer-order specific information’ (COSI). This paper defines and presents competitive scenarios where platform constraints are combined with COSI for efficient customizations. Implications for the approach and a path forward is discussed.