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The Arab World Unbound
Cover of The Arab World Unbound
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The Arab World Unbound
Tapping into the Power of 350 Million Consumers
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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.
    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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    About the Author-

    • Vijay Mahajan holds the John P. Harbin Centennial Chair in Business at McCombs 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.

    Table of Contents-

    • Preface: A Consumer Rihla xi

      Introduction 1

      Part I Discovering the Arab World

      1 Drinking Red Bull In Dahiyeh 9

      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

      Opportunities Beyond Crude Oil and Abaya

      Household Spending in the Arab World

      Beyond Boycotts and Barriers

      Chicken Fights: Local Competition in the Arab Market

      The Global Emergence of Arab Brands

      A Worldwide Hub: The Globally Connected Arab World

      The Arab World is Neither CNN's nor Al Jazeera's

      2 The Diversity of the Arab World 51

      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

      Language Differences

      The Market Dominance of Saudi Arabia and the GCC

      Saudi Arabia's Influence Within Other Markets

      Think Regional, Act Local

      3 Islam Matters: The Impact of the Five Pillars of Islam On Consumers In the Arab World 87

      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 Into the Well of Arab Consumers

      4 The Shabab: Tapping Into The Arab Youth Market 127

      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 are Transforming the Private Sector

      The Shabab and Education

      The Shabab and Marriage

      5 Arabia Two: Tapping Into the Arab Middle Class 157

      The Rise of the Middle Class is Changing 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

      6 Tapping Into the Market of Arab Women 185

      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

      Arab Women as Head of the Household

      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

      7 Tapping Into the Arab Technology Market 229

      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 the Golden Age

      On the Go: The Market for Mobile Phones

      Building the High-Tech Industry in Jordan

      The Technological Arab Spring

      8 Tapping Into the Arab Media and Entertainment Market 257

      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

      9 Tapping Into the Arab Diaspora 299

      Linking the Diaspora to the Arab World

      Remittances Constitute a Critical Piece of...

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    Tapping into the Power of 350 Million Consumers
    Vijay Mahajan
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