A research on open innovation's customer integration and new product design on product differantion strategies its effects sustainable strategic competition superiority

The purpose of this thesis is examining sustainable strategic competition superiority –that is necessary for companies to sustain their existence on the market in a business world changes fast- that is depending on a strategy of customization of products.. Implementation of customer integration on product customization strategy and, effects of a new paradigm of 'open innovation' that is created by success of new product design have been analyzed. As a result of examination, it is seen that it is important to design new products by integrating customers to the process of design in order to deal with the change on the market and customer profile. With open innovation, it is easier and economic to achieve to information and solutions that is needed by companies compared to classical innovation. Moreover, it is seen that the process eventuated more effectively when the companies include customers to their new product process in order to make product customization strategy successful and meet the expectations more properly. The relations has been explained between product customization strategy and the factors which are efficacious on companies' competition strategies such as customers, supplier firms, substitute products, potential company threat, the intensity of the competition. With the examination of survey results, it is aimed at to discover companies' strategies of the product design, customer integration and product customization. Companies' competition superiority makes sense when it achieves sustainability. This situation proves the importance of distinctive qualities - which cannot easily be copied by other firms - of the company and the integration of outsource information with open innovation in order to improve themselves in relation to technological developments. These factors provide companies more supreme and unique products than competitors and competition superiority which protects them from the competition risks in the market.