Implementing the replication strategy in uncertain and complex investment projects

Replication has typically been used as a strategy in chain businesses such as McDonald's where the technology involved is rather simple but it has also been used for very complex technologies where strict quality conditions apply. This paper examines the use of replication when the object of the replication is relatively complex — i.e. it is neither simple nor very complex. Using a qualitative, embedded single-case study we examine a strategic R&D and capital investment programme aimed at providing a small oil company with first mover advantage in the emerging market for biodiesel. The paper builds on concepts of project capability building, learning and replication and extends previous work which focused on project supplier organisations seeking to deliver similar projects to a range of clients on a repeatable basis by focusing on the efforts of a single client organisation attempting to deliver a series of similar investment projects.