Book description
An expert's guide to exploring business opportunities in the
burgeoning Arab marketplace
This groundbreaking book reveals the myriad opportunities presented
by the Arab World's market of 350 million consumers, who collectively
wield the ninth-largest economy in the world. Based on the author's
firsthand research, including hundreds of market visits and more than
600 interviews at companies doing business throughout the region, this
book shows how globally interconnected and vibrant the Arab markets
are.
Through a rich blend of data and anecdotal observations, it
chronicles how, by respecting the region's culture and religious
norms, hundreds of local and multinational companies and entrepreneurs
are creating successful businesses in this large and growing
marketplace.
- Hundreds of interviews and illustrative examples peel away
stereotypes about Arab consumers to reveal diverse, vibrant and
entrepreneurial consumer markets
- Explains how multinational companies, such as Coca-Cola,
Unilever, and Proctor & Gamble, and leading regional companies
are working successfully in the Arab nations
- Shows how Arab entrepreneurs, both men and women, are shaping
the regional and global marketplaces
- Vijay Mahajan, author of two previous award-winning books on
emerging markets, is one of the world's most-cited researchers in
the business and economics sector
As the global marketplace continues to expand, this book offers
anyone interested in investing in the Arab world an expert perspective
on the boundless business opportunities.
Vijay Mahajan holds the John P. Harbin Centennial Chair in Business
at McCombs School of Business, University of Texas at Austin. He has
consulted with Fortune 500 companies and received several lifetime
achievement awards, including the American Marketing Association
Charles Coolidge Parlin Award for visionary leadership in scientific
marketing and the Distinguished Alumnus Award from the Indian
Institute of Technology (Kanpur). Mahajan is the author of eleven
books, including Africa Rising and The 86 Percent Solution.
