Organizational Expansion to Underserved Markets: Insights from African Firms

Although scholars have highlighted the need for firms to explore and exploit market opportunities in underserved markets to achieve superior performance, emerging‐market firms’ strategic choices and constraints in such environments remains an underexplored area. Drawing on insights from the intra‐Africa air travel sector, we uncovered that the intense competitive pressures on inter‐African routes has intensified both exploration and exploitation...