“…Farrukh et al (2019) identify the resource implications of these interaction patterns, and stress the need for balance between extensive, lower cost interactions such as a 1-many workshops, versus the number of intensive of 1-1 consultations with individual firms. The use of intensive 1-1 consultations is important because fidelity; the customisation, adaptation and reconfiguration of "standard" best practices or "templates" to the local business context, is critical to successful diffusion and development of practices (Alwazae et al, 2020;Done et al, 2011;McGovern et al, 2017). One common mechanism for achieving this is the use of expert transfer agents (Done et al, 2011;McGovern et al, 2017;Reid et al, 2019), who act in a coaching mode (Vidal-Salazar et al, 2012;Farrukh et al, 2019;Gray et al, 2011).…”