Market knowledge refers to the entrepreneur’s possession of information, technology, know-how, and skills that provide insight into a market and its customers. Being knowledgeable about the market and customers enables the entrepreneur to gain a deeper understanding of the problems that customers have with the market’s existing products. In essence the entrepreneur shares some of the same knowledge that customers have about the use and performance of products. From this shared knowledge, entrepreneurs are able to bring together resources in a way that provides a solution to customers’ dissatisfaction.