For businesses that deliver products, such as software or appliances, the manual is written by a technical writer. Sometimes, a product cannot be sold by a distributor without documentation, even if that doc is online only. For appliances, the documentation often must be translated into the local language in many countries, for the appliance to be certified for sale in that country.
For complex, expensive software solutions, the technical writing deliverables are often the only means possible for customers to make use of the solution.
Technical writing also includes Release Notes - which should be delivered with every piece of technical, scientific, or medical equipment, so the users are aware of known issues before they use them.
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