The potential risks of allocating more resources to underserved areas could include the possibility of not getting a return on investment if the area does not respond as expected, the risk of neglecting other areas that are currently profitable, and the potential for misallocation of resources if the needs of the area are not properly understood or addressed.
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It's important to understand which of these factors has the industry been competing on for a long time. Because those are the efforts you'd want to "eliminate" or "reduce". On the other hand, differentiate yourself in underserved areas. Allocate more resources to "raise" or "create" more values in these factors.