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

As July 19^th marks the beginning of Ramadan, businesses such as Whole Foods have launched campaigns that marketed to the Arab consumer, having other marketers now wanting to follow in suit.  Why should we care? Because the Arab world is home to more than over 350 million consumers who have not closed their doors to the world when it comes to consuming products such as Coca-Cola, Pringles and Red Bull.

While the Arab world may seem large, complex and unknown to many, it’s also large, globally connected – and its open for business. 

The Arab World Unbound: Tapping into the Power of 350 Million Consumers (Jossey-Bass; 978-1-118-07451-0; August 20, 2012; $39.95; e-book available) by Vijay Mahajan, 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, The Arab World Unbound shows how globally interconnected and vibrant the Arab markets are. Through rich a 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.

Part 1 of the book is a primer of the Arab World’s economy and its consumers. Part 2 begins to drill down into the significant opportunities to be found in the segments and sectors of the region’s markets. Part 3 concludes the book with consideration of some key challenges that face the Arab world.

 The Arab World Unbound also:

• Includes hundreds of interviews and illustrative examples that peel away stereotypes about Arab consumers to reveal a diverse, vibrant and entrepreneurial consumer market.
• Explains how multinational companies, such as Coca-Cola, Unilever and Proctor & Gamble and leading regional companies are working successfully in the region.
• Shows how Arab entrepreneurs, both men and women, are shaping the regional and global marketplaces.
• Provides an expert perspective on the boundless business opportunities to anyone interested in the Arab world as a business investing opportunity.

The Arab world’s mix of deep traditional roots and constant reach for a progressive future has created an enormous demand for outside brands. The Arab World Unbound will help demystify this thriving market and help any investor or company build seize this boundless opportunity.