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.
Tabella dei contenuti
Foreword
Preface
Introduction
Part I Discovering the Arab World
Chapter 1 Drinking Red Bull in Dahiye
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
Arab wealth beyond the crude oil
Arab wealth beyond the abaya
Household spending in the Arab World
Consumer brands in both Israel and the Arab countries
Chicken fights: Local competition in the Arab market
The global emergence of Arab brands
A worldwide hub: The Arab world is globally connected
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
The language differences
The market dominance of Saudi Arabia and the GCC
Think regional, act local
Chapter 3 Islam Matters: How the Five Pillars of Islam impact consumers in the Arab World
The difference between culture and religion
Why shahada matters
Why salah matters
Why sawm matters
Why zakat matters
Why hajj and umrah matter
Islam in the everyday
Part II Tapping the well of Arab consumers
Chapter 4 The shabab: tapping the Arab youth market
The shabab demographic dividend
The shabab crave the best brands, wherever they come from
The shabab generation is molding the consumer market
The shabab generation is changing the Arab workforce
The shabab and education
The shabab and marriage
Chapter 5 Tapping the Arab Middle Class
The rise of the middle class is changing the Arab consumer markets
Identifying the Arab middle class
Tapping into Arabia Two
Tapping into Arab consumer power at all levels
Urbanization, modern trade and Arabia Two
Arabia Two and the balance between tradition and modernity
Chapter 6 Tapping into the Arab women market
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
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
The spread of Internet use opens up new paths to consumers
The rise of social media
Tapping into Arab e-commerce
Using technology to recapture a Golden Age
On the go: The market for mobile phones
Building the high-tech industry in Jordan
The technological Arab spring
Chapter 8 Tapping into the Arab media and entertainment market
Television advertising in the Arab world
Arab cinema and film
Dancing in the desert: Music in the Arab world
Art in the Arab world
Books and bookstores
The birth of an Arab superhero
Chapter 9 Tapping into the Arab diaspora
Linking the diaspora to the Arab world
Remittances constitute a critical piece of many Arab economies
Tapping into the Arab diaspora
The Arab diaspora has made a name for itself
Tapping into opportunities around the world
You can go home again
The diaspora is bringing different worlds together
Part III Conclusion
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
Letting the yalla energy flow
A call to action
The richness of the past and the promise of the future
Acknowledgments
The Authors
Index
Circa l’autore
VIJAY MAHAJAN holds the John P. Harbin Centennial Chair in Business at Mc Combs School of Business, University of Texas at Austin. He has consulted with Fortune 500 companies and received several lifetime achievement awards, including the American Marketing Association Charles Coolidge Parlin Award for visionary leadership in scientific marketing and the Distinguished Alumnus Award from the Indian Institute of Technology (Kanpur). Mahajan is the author of eleven books, including Africa Rising and The 86 Percent Solution.
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