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How will companies recoup the cost of creativity and innovation?

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- What about creations that can be easily reproduced once they enter the market? How will companies recoup the cost of creativity and innovation?
- What about creations that cannot be copied as above, eg., a process for making something, which can be kept a secret? How will companies recoup the cost of creativity and innovation?

What about creations that can be easily reproduced once they enter the market?

What about creations that cannot be copied as above, eg., a process for making something, which can be kept a secret?

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