Scenario A. Naturally Yours, Inc. is a new brand of organic clothing recently introduced throughout the world. The company is unique in that it has collaborated with its suppliers and largest potential customers to bring the clothing to market. The concept has been a huge success as the idea of sustainability is becoming more "main stream" especially in developed countries. The quick growth in sales has lead Naomi and Yolanda, the company founders, to look to your consulting company for help in assuring the future success of the company. Naomi and Yolanda want to maintain a strong competitive advantage in the organic clothing industry. They have consulted with you and have decided to maintain their current direction of continuing to produce new items targeted to new markets, such as children's clothing, in addition to the women's clothing items that were originally designed and produced by the company. Given the information in this scenario, which of the fundamental success drivers are they most likely using?