Intra-Africa expansion and business success for fintech firms: Why adapting marketing strategies is crucial
ISSN: 0258-0543
Article publication date: 9 July 2020
Issue publication date: 21 July 2020
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
African fintech companies looking to expand across the continent must consider the high levels of heterogeneity that exist within individual markets. In order to overcome considerable challenges and secure market share, it is critical to have a flexible approach to marketing and adjust strategies as necessary to reach targeted consumer groups.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Keywords
Citation
(2020), "Intra-Africa expansion and business success for fintech firms: Why adapting marketing strategies is crucial", Strategic Direction, Vol. 36 No. 8, pp. 13-15. https://doi.org/10.1108/SD-05-2020-0107
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited