Goal: This article characterizes the application of the Sales and Operations Planning (S&OP) process in an audiovisual content production industry, whose production model is Engineer-To-Order (ETO), adding important empirical knowledge for S&OP in this production strategy within a unique context. Design / Methodology / Approach:The methodology adopted is based on an exploratory case study. The research adopts a well-known framework to characterize the process observed within the company. Results:The findings characterize the S&OP process based on the main components of the context, inputs, structure and process and outcomes / results, demonstrating that, even with the particularities of the industry, S&OP can be a key process to manage the business complexity and to achieve the objectives by the company. Limitations of the investigation:This study was based on the observations made in only one company, which is a research limitation towards the generalizability of the findings. Thus, for a deeper understanding of the theme, future research is necessary, expanding the observations to other companies. Practical implications:Practitioners can take stock of the S&OP characterization and the lessons learned herein to help to support their S&OP initiatives, especially regarding ETO contexts.Originality / Value: This article sought to reduce the research-practice gap in the literature concerning the need for a complete characterization of the S&OP process from empirical researches and the understanding of S&OP application in the ETO production model.

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