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.
Table of contents
- Cover
- Title Page
- Copyright
- Dedication
- Preface: A Consumer Rihla
- Introduction
-
Part 1: Discovering the Arab World
-
Chapter 1: Drinking Red Bull in Dahiyeh
- The Arab Market Is Vibrant and Globally Interconnected
- Arab Consumers Control More Spending Power Than You Think
- The Shadow Economy
- Shades of India and China
- Opportunities Beyond Crude Oil and Abaya
- Household Spending in the Arab World
- Beyond Boycotts and Barriers
- Chicken Fights: Local Competition in the Arab Market
- The Global Emergence of Arab Brands
- A Worldwide Hub: The Globally Connected Arab World
- The Arab World Is Neither CNN's nor Al Jazeera's
-
Chapter 2: The Diversity of the Arab World
- No Harm in Haram
- Not All the Consumers in Arab Countries Are Arab
- The Diversity of Arab Consumers
- Segmenting the Arab Consumer Markets
- Embracing the Diverse Habits of Arab Consumers
- Language Differences
- The Market Dominance of Saudi Arabia and the GCC
- Saudi Arabia's Influence Within Other Markets
- Think Regional, Act Local
- Chapter 3: Islam Matters: The Impact of the Five Pillars of Islam on Consumers in the Arab World
-
Chapter 1: Drinking Red Bull in Dahiyeh
-
Part 2: Tapping into the Well of Arab Consumers
- Chapter 4: The Shabab: Tapping into the Arab Youth Market
- Chapter 5: Arabia Two: Tapping into the Arab Middle Class
-
Chapter 6: Tapping into the Market of Arab Women
- Arab Women Have Money to Spend
- Educated Women Are Reshaping the Arab Market
- The Arab Woman as a Consumer
- Inside and Outside: The Dual Identities of Arab Women
- Tapping into the Arab Beauty Market
- The Arab Woman as Wife and Mother
- Arab Women as Head of the Household
- The Veil Doesn't Hide the Arab Woman's Mind
- Arab Women as Business Leaders
- Arab Women Are Reshaping the Region on Their Own Terms
- Chapter 7: Tapping into the Arab Technology Market
- Chapter 8: Tapping into the Arab Media and Entertainment Market
- Chapter 9: Tapping into the Arab Diaspora
-
Part 3: Conclusion
-
Chapter 10: Rebranding the Arab World
- Yalla Arabia!
- Capturing the Region's Yalla Energy with a New Arab Brand
- Sustaining the Yalla Energy of Family Businesses
- Harvesting the Yalla Energy of Arab Youth
- Fueling the Yalla Energy of Arab Entrepreneurs
- Enabling a New Yalla Energy Among Disadvantaged Arabs
- A Call to Action
- The Richness of the Past and the Promise of the Future
-
Chapter 10: Rebranding the Arab World
- Acknowledgments
- The Author
- Index
- Photo Insert
Product information
- Title: The Arab World Unbound: Tapping into the Power of 350 Million Consumers
- Author(s):
- Release date: August 2012
- Publisher(s): Jossey-Bass
- ISBN: 9781118074510
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