The Arab World Unbound

THE ARAB WORLD UNBOUND The 350 million consumers in the Arab countries collectively wield one of the ten largest economies in the world-a marketplace that offers myriad opportunities for savvy investors, entrepreneurs, and business people. In The Arab World Unbound, international business expert Vijay Mahajan's firsthand research, including hundreds of market visits and more than 600 interviews at companies doing business throughout the region, reveals the interconnectedness and vibrancy of the largely untapped Arab markets. With a rich blend of data and anecdotal observations, this groundbreaking book 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. Mahajan provides in-depth analyses of the various segments of the Arab consumer market. He puts a spotlight on Arab youth, a burgeoning segment of the population with an important and growing influence on business and culture. He details the immense consumer power of the expanding Arab middle class and shows how local and multinational companies, such as the Coca-Cola Company, Unilever, and Procter & Gamble, are tapping into the opportunities across the market's spectrum of socioeconomic classes. He focuses on the vital role of women in the marketplace, as consumers, business leaders, entrepreneurs, and economic contributors. The Arab World Unbound also describes how technology has reshaped the ways the Arab world works and communicates, and it looks at the astonishing impact media, entertainment, and the arts have had on the region, its consumers, and the companies trying to reach them. Finally, Mahajan considers the Arab diaspora and its influence around the world and within the region itself. As the global marketplace continues to expand, this book offers anyone interested in investing in the Arab world an expert perspective on the region's boundless business opportunities.