The objective of this qualitative study is to examine the process of global expansion to emerging markets within Sub-Saharan Africa with diverse cultures, economies, risks, and dealing with the unknown. Decision-makers in the State of California lack information about investment opportunities and risks in Sub-Saharan Africa. The area of concern is the process of global expansion to emerging markets within Sub-Saharan Africa with diverse cultures, economies, risks, and dealing with the unknown. Lessons learned can be applied and replicated by other states interested in promoting trade and investment in Sub-Saharan Africa in addition to other emerging markets. Policymakers, government agencies, and entrepreneurs will be better equipped with the results of this study to adopt policy changes that will increase business investments within the two regions and employ the study for developmental actions. I also expected that this methodology will enrich the literature. This may in turn lead to a recommendation of future explorative research work for the broader frontier of knowledge.