2. Scaling as replication

This chapter examines a core, foundational facet of scaling—replication. Replication involves reproducing productive practices to expand into new markets/locations (spatial replication) or maintaining adherence to those successful practices in existing locations over time (temporal replication). The chapter aims to equip readers with an essential understanding and insights about the role of replication in scaling, its nature, benefits, challenges, strategies, trade-offs, and future trends, as well as to illustrate those by virtue of pertinent examples and case studies. We highlight key trade-offs in scaling posed by the necessity to simultaneously pursue and balance replication and local adaptation, replication and agility, plus replication and innovation. Finally, we discuss how the growing adoption of digital technologies, such as artificial intelligence, blockchain, and advanced analytics, can be expected to affect replication and, thus, scaling strategies, and shape how firms navigate the complexities and dilemmas of replication and scaling going forward.