Firms that create new products or services are often not the ones that successfully market them. The reason is that:

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Invention and commercialization require different skills and mindsets. Invention involves creativity, risk-taking, and experimentation, while commercialization demands careful planning, marketing, and distribution. The skills and resources required for these two processes are often in conflict, so it is rare for the same firm to excel in both. Therefore, new product or service creators often struggle to successfully market their own inventions.

Firms That Create New Products or Services Are Often Not