I wish I could find it but there was a article written by someone who I think had some connection to sales about how OS/2 was effectively "sold wrong" by IBM who just didn't seem to know how to sell software like OS/2.

I remember posting that article on a company intranet once and a bunch of former IBM sales folks (who now worked at the same company I did) chimed in to echo the idea that IBM had a neat product with OS/2 but as an organization had no idea what to do with it.

Not to say it would have overtaken Windows, but it also struggled because it was sold by a company who didn't know what to do with it.