The Arab World Unbound
The 350 million consumers in the Arab countries collectively wield one of the ten largest economies in the world-a marketplace that offers myriad opportunities for savvy investors, entrepreneurs, andbusiness people.
In The Arab World Unbound, international business expert Vijay Mahajan's firsthandresearch, including hundreds of market visits and more than 600 interviews at companies doing business throughout the region, reveals the interconnectedness and vibrancy of the largely untapped Arabmarkets. With a rich blend of data andanecdotal observations, this groundbreaking book chronicles how, by respectingthe region's culture and religious norms, hundreds of local and multinationalcompanies and entrepreneurs arecreating successful businesses in thislarge and growing marketplace.
Mahajan provides in-depth analyses of the various segments of the Arab consumer market. He puts a spotlight on Arab youth, a burgeoning segment of the population with an important and growing influence on business and culture. He details the immense consumer power of the expanding Arab middle class and shows how local and multinational companies, such as the Coca-Cola Company, Unilever, and Procter & Gamble, are tapping into the opportunities across the market's spectrum of socioeconomic classes. He focuses on the vital role of women in the marketplace, as consumers, business leaders, entrepreneurs, and economic contributors.
The Arab World Unbound also describes how technology has reshaped the ways the Arab world works and communicates, and it looks at the astonishing impact media,entertainment, and the arts have hadon the region, its consumers, and thecompanies trying to reach them. Finally, Mahajan considers the Arab diaspora and its influence around the world and within the region itself.
As the global marketplace continues toexpand, this book offers anyone interested in investing in the Arab world an expertperspective on the region's boundlessbusiness opportunities.