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

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Chapter 2

The Diversity of the Arab World

While consumers in the Arab countries share many common bonds, the rich variety of cultures and beliefs in the region makes for a dynamic marketplace. Companies that look at the Arab world as a homogeneous market will find little success. Those that enter the market and come to see its rich diversity will discover an eager consumer base with tremendous purchasing power.

I heard the same cautionary statement from people across the region: not all Arabs are Muslim. Historically, Arab culture and identity spread hand-in-hand with the early expansion of Islam, whose influence still guides the region today, but Arab society also has a long history of tolerating and even embracing people of different faiths. ...

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