I could have called this process Product Development but I have learned from experience that it is often easier to market other peoples products rather then develop your own. Many people spend months even years developing a product only to find that the market for their product is small or nonexistent An essential part of Web Business Architecture is having a business that is profitable - if you are spending too much time on product development then you may have some great products, but you won't have a profitable business.
Aside: Obviously if you have a team working with or for you then some team members can be focused on product research and development while others are focused on Marketing - but not everyone has this luxury :-)
This is not to say that you should never develop your own products. I sometimes develop my own products – like this report. You just need to be careful that you don't spend all your time developing and refining a product at the expense of promoting your business. So develop your own products if thats what you really want to do but make sure that you check out the market first.