Novell priced themselves out
Having been originally trained as a Netware installer, I recall that platform with something of a grimace.
Basically, Novell had a good product for its time but priced themselves out of the market by way of punitive licensing arrangements. In one case we had to pay over £2000 to add two users to a system, because they refused to sell us two licenses and instead demanded that we buy a (one-point) version upgrade for the whole site.
It was after this experience we switched to NT.
Later they switched to Linux, but by that time we were using Microsoft or Debian and weren't interested.