Innovators face larger uncertainty and information asymmetries, as well as larger sunk costs (since markets are often created from scratch and require infrastructure/ecosystem development to become profitable), all of which result in missed markets. Moreover, among the relatively large pool of potentially successful inclusive innovations that have been developed, few have managed to reach a large enough scale to make a sizeable impact. Localisation can be critical (e.g. for agricultural activities) not only to improve local production techniques, but also to adapt them to specific rural contexts.