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.

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