As July 19th marks the beginning of Ramadan, businesses such as Whole
Foods have launched campaigns that marketed to the Arab consumer, having
other marketers now wanting to follow in suit. Why should we care?
Because the Arab world is home to more than over 350 million consumers
who have not closed their doors to the world when it comes to consuming
products such as Coca-Cola, Pringles and Red Bull.
While the Arab world may seem large, complex and unknown to many, it’s
also large, globally connected – and its open for business.
The Arab World Unbound: Tapping into the Power of 350 Million
Consumers (Jossey-Bass; 978-1-118-07451-0; August 20, 2012; $39.95;
e-book available) by Vijay Mahajan, 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, The Arab World Unbound shows how globally interconnected
and vibrant the Arab markets are. Through rich a 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.
Part 1 of the book is a primer of the Arab World’s economy and its
consumers. Part 2 begins to drill down into the significant
opportunities to be found in the segments and sectors of the region’s
markets. Part 3 concludes the book with consideration of some key
challenges that face the Arab world.
The Arab World Unbound also:
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Includes hundreds of interviews and illustrative examples that peel
away stereotypes about Arab consumers to reveal a diverse, vibrant and
entrepreneurial consumer market.
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Explains how multinational companies, such as Coca-Cola, Unilever and
Proctor & Gamble and leading regional companies are working
successfully in the region.
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Shows how Arab entrepreneurs, both men and women, are shaping the
regional and global marketplaces.
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Provides an expert perspective on the boundless business opportunities
to anyone interested in the Arab world as a business investing
opportunity.
The Arab world’s mix of deep traditional roots and constant reach for a
progressive future has created an enormous demand for outside brands. The
Arab World Unbound will help demystify this thriving market and help
any investor or company build seize this boundless opportunity.
