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Many providers are hesitant to invest in marketing, research, and innovation given the high failure rates in the introduction of new industrial products and services. Even those that show advantages in standard or laboratory tests, their effective introduction rates are low (less than 25%) on average, and there is a long way to go to reach a scale that allows these efforts to be profitable. Therefore, knowing how users really evaluate (and decide to try) new products/services is essential for the organic development of the mining industry.
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