Rubbish? Don't forget that there is also the random act of God, eg, being crushed by a capricious government act, death of the companies Grand Poobah.
So it's not just failing to bring the goods to the customers.
But also, if a company stays below the customers radar, then that too is failing to deliver to one's customers. Let me guess...you haven't started or run
many companies yet. Your tune will change if you do.
We shall see. I do intend to start a small game-making team(no more than ten people), but if at all possible, I'm keeping it indie. No middle-man for me.
Keep in mind, the aforementioned company was mostly under the radar in America; in Japan(and everywhere else), they were pretty successful, and its employees' names are still listed in various game credits. However, the company itself seems to have gone under.
Oh, and I know of another company, this one in comics, that went under despite producing comics that were breaking the top tens: Dreamwave. Can you guess why they failed? Not competition or lack of paying attention to the market...
Another thing: Sega. They're still around, but they left the console market a decade ago despite coming out with a great new console, the Dreamcast. It received all kinds of hype, and delivered the goods; heck, it still has a great homebrew market. Nevertheless, it still failed, and to this day, there's debate as to why it did. (There are three primary theories: the looming shadow of the upcoming PS2(a more powerful system), piracy, and lack of 3rd party support.)
And one final thing: Earthbound. In the gaming world, everyone's heard of the failure of this masterpiece, which was given the red carpet treatment in America during marketing. This was released on a Nintendo system, so it was certainly known about. The game was a SMASH hit in Japan, as well. The final game, to this day, is one of the most beloved games EVER made. It mos certainly delivered, yet it nevertheless failed, while mostly inferior (though still quality in their own right) games that had way less hype did way better. To this day, the cause of the failure is debated, and the two primary theories are: 1. the marketing strategy primarily used gross-out humor, and 2. the game was priced at $70 USD rather than the typical $60, because it came with its own strategy guide instead of a manual, packaged in a box three times the size of a typical SNES box.