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Many companies believe it is not in their interest to share their technologies, so they rush to patent them and are unwilling to license them. Yet, there are advantages in sharing technology because, while there may be an initial loss of market share, this is more than made up by a gain in market size. Kodak found this when it licensed its new APS technology to the other major camera manufacturers. Increasing the number of firms with the technology increased market demand by increasing product variety, reducing consumer uncertainty about its value, increasing the number of complementary services (such as processing), and expanding the commercial assets involved.
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