Intra-Africa expansion and business success for fintech firms: Why adapting marketing strategies is crucial

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.

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