The Arab market is generally not well understood by outsiders. Collectively the ninth-largest market in the world, the Arab world consists of 22 countries and has more than 350 million consumers.
In his presentation for the Texas Enterprise Speaker Series on September 4, Professor Mahajan will peel away Western-world stereotypes of Arab consumers to reveal diverse, vibrant and entrepreneurial consumer markets.
This is your opportunity to learn about the Arab markets based on Mahajan’s firsthand research and interviews. Through his rich blend of data and anecdotal observations, you will learn how hundreds of local and multinational companies (such as Coca-Cola, Unilever, and Proctor & Gamble) have created successful businesses in Arab markets while respecting the region’s culture and religious norms.
Professor Mahajan’s new book on this subject will be released in August 2012: The Arab World Unbound: Tapping into the Power of 350 Million Consumers (Wiley Jossey-Bass Publishing).