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

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Chapter 3

Islam Matters

The Impact of the Five Pillars of Islam on Consumers in the Arab World

The Arab world is home to people of many faiths, but the influence of Islam molds consumer markets throughout the region. Businesses pause for daily prayers. Restaurants change their hours to accommodate Ramadan fasting. Regardless of individual religious beliefs, Islam touches virtually every consumer and every company in the Arab marketplace. Successful businesses are capitalizing on the opportunities created by Islam's influence on the region.

Dusk had started to settle across central Saudi Arabia, but it remained brutally hot outside. The temperature hit at least 50 degrees Celsius (122 degrees Fahrenheit) that afternoon in Riyadh, and the ...

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