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A new paper by Jorge Fernández-Vidal argues that agtech firms should prioritize “context-responsive scaling” by learning from the challenges (“friction”) they encounter in different markets, rather than trying to eliminate them. The study finds that successful scaling in agriculture depends more on adapting to local social, organizational, and institutional realities than on technology alone, and that top-performing companies develop systematic routines for learning and adaptation. Rather than standardizing products globally, these firms maintain a core platform while allowing flexibility in local implementation, creating what the author calls a “global learning system.” The paper suggests these insights are relevant beyond agtech, applying to other sectors facing complex, varied environments. into a unique and well structured article. Ensure the new content is plagiarism-free, well-organized, and formatted for seamless integration into WordPress. Use appropriate HTML tags (e.g.,

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