The Arab World Unbound: Tapping into the Power of 350 Million Consumers - Hardcover

Mahajan, Vijay

Hardcover

ISBN 10: 1118074513 ISBN 13: 9781118074510

Publisher: Jossey-Bass, 2012

Synopsis

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.

About this title

Review:

Prof Mahajan s excitement about the Arab world is almost palpable he is a fine writer and he presents factual details, statistics and concepts in a breezy, easy to read manner. (Financial Times, 2nd August 2012) The Arab world deserves reading for presenting a view of the region that is rarely seen. (Money Week, October 2012) This book offers an expert perspective on the boundless business opportunities in the Arab World. (Middle East, November 2012) handy entrepreneurial guide its uniqueness among business guides aimed at a western demographic make it a must-read for those hoping to strike it big in the region (The National, February 2013)

From the Back Cover:

Praise for The Arab World Unbound

"As a leading international airline, we see the connections between Arab countries and the rest of the world growing stronger every day. As one of the leading Arab brands, we know firsthand how diverse and exciting the region really is. Mahajan gives readers an insightful look at the impact Arab entrepreneurs and brands, such as Emirates, can have on the world as well as the influence successful global brands are having in the region." --His Highness Sheikh Ahmed Bin Saeed Al Maktoum, chairman and chief executive, Emirates Airline and Group, United Arab Emirates

"Each day, millions of people watch content produced and broadcast by MBC Group. To stay at the forefront of Arab entertainment and media, we continually review the role of our programming within the region's varied cultural traditions. This book provides a compelling portrait of that rich diversity, as well as the commonalities that unite more than 350 million people in the Arab World." --Sam Barnett, CEO, MBC Group, United Arab Emirates

"Presents great marketing insights into a region that is rarely written about, but holds immense potential for consumer goods companies. Through the application of our superior consumer understanding and combined with our passion to serve the fast changing needs of the Arab consumers, Unilever remains committed to enriching the lives of people in this region." --Paul Polman, CEO, Unilever, United Kingdom

"Businesses of all sizes need to step up to the plate: to mobilize capital and know-how to help create vibrant, dynamic, equitable societies in which every single one of the more than 350 million Arabs alive today can reasonably expect that their children will grow up in a better world. That's the power of entrepreneurship--and the spirit that Mahajan so accurately captures in this very important, fast-paced chronicle of our times." --Ahmed Heikal, chairman and founder, Citadel Capital, Egypt

"I loved the odyssey as much as the illumination of this huge potential market. As an Arab American, as a market research professional, and as a reader, I found it to be most useful and enjoyable. Mahajan has identified the next BRIC." --John Zogby, founder, Zogby International, United States

About this edition

• Publisher: Jossey-Bass
• Publication date: 2012
• ISBN 10: 1118074513
• ISBN 13: 9781118074510
• Binding: Hardcover
• Edition number: 1
• Number of pages: 432