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An expert's guide to exploring business opportunities in the burgeoning Arab marketplace, this groundbreaking book reveals the myriad opportunities presented by the Arab Worlds 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.
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 had on the region, its consumers, and the companies 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 to expand, this book offers anyone interested in investing in the Arab world an expert perspective on the region's boundless business opportunities.
About the Author
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. TABLE OF CONTENTS
Part I Discovering the Arab world
· Drinking red bull in Dahiyeh
· The diversity of the Arab world
· Islam matters: the impact of the five pillars of Islam on consumers in the Arab world
Part II tapping into the well of Arab consumers
· The shabab tapping into the Arab youth market
· Arabia two: tapping into the Arab middle class
· Tapping into the market of Arab women
· Tapping into the Arab technology market
· Tapping into the Arab media and entertainment market
· Tapping into the Arab diaspora
Part III Conclusion
· 10 Re branding the Arab world