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The Best Customers to Study When Scaling Into a New Market

Nataliya Wright

MIT Sloan Management Review2026https://doi.org/10.63383/xomh4097article
FT50AJG 3ABDC A
Weight
0.50

What the paper says

Companies trying to scale tech products know the hard truth: An offering that connects with people in one environment may fail in another. How can you avoid such an outcome? Leaders must learn quickly and iterate on products using lessons from their organization’s earliest customers, but they often undervalue the strategic choice of which early customers to prioritize. Learn from new research that shows how to choose, and real-world examples illustrating the approach in action.

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https://doi.org/https://doi.org/10.63383/xomh4097

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@article{nataliya2026,
  title        = {{The Best Customers to Study When Scaling Into a New Market}},
  author       = {Nataliya Wright},
  journal      = {MIT Sloan Management Review},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.63383/xomh4097},
}

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The Best Customers to Study When Scaling Into a New Market

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.