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The Arab World Unbound: Tapping into the Power of 350 Million Consumers by Vijay Mahajan

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Chapter 1

Drinking Red Bull in Dahiyeh

The Arab world is home to more than 350 million consumers. Despite the outside stereotypes that paint the region in a negative light, they want the same kinds of quality products as consumers anywhere else. Businesses, both local and from around the world, are seizing these boundless opportunities and building markets throughout the Arab world.

I didn't realize how vibrant and globally connected the Arab world really is until one afternoon at a small shop in the middle of a Hezbollah-controlled section of South Beirut. I looked across the counter of the small convenience store and saw it there, slim and shiny, sitting on the shelf: They sell that here?

Our two-car caravan had taken a right turn at the ...

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