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

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Chapter 10

Rebranding the Arab World

Elia Nuqul set out to become an engineer. Instead he built a company that exemplifies the rich history, the vibrant present, and the promising future of the Arab world's markets. Nuqul was pursuing an engineering degree at the American University of Beirut when the 1948 Arab-Israeli War forced his Palestinian parents and siblings to leave home and move to Jordan. He left school and moved back to support them, and on the first day of 1952, he and his brothers launched a small food trading and import company. The Nuqul Group was born.

Today you can find the Nuqul Group and its wide portfolio of products in all twenty-two Arab countries. Its paper and diaper business, called Fine, produces some of the most recognized ...

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