ABSTRACT
Successful rms (i.e., winners) continue to develop outstanding products that their customers value while many others (i.e., survivors at risk) are not quite capable of doing so. Clark and Fujimoto (1991) suggest that the real dierence between the two lies in integration of business organization and product development processes. Firms that achieve a consistent rate of market success maintain a competitive advantage that rival rms cannot easily challenge by fascinating customers with fantastic products (Park et al., 2012a).
