Feb 16, 2011

Africa Rising, by Vijay Mahajan

With more than 900 million consumers, the continent of Africa is one of the world's fastest growing markets. 

In Africa Rising, legendary global business consultant Vijay Mahajan reveals this remarkable marketplace in all its richness and complexity, and helps companies understand the massive opportunity it presents. Mahajan tells the stories that western executives and managers rarely hear: stories of African entrepreneurs, executives, and enterprises that are identifying powerful market opportunities and capitalizing on them. He teaches the lessons that Africa's successful and failing ventures have learned about succeeding on the continent...how Coca-Cola executives in Nairobi "walk with the market"...what Unilever has learned from its "consumer safaris"...how Guinness is learning how to become authentically African...how global companies are overcoming Africa's unique political, economic, and resource challenges...how local entrepreneurs are profiting even in profoundly troubled states like Rwanda. Mahajan reveals how companies are mining the growing South African "black diamond" middle class...how foreign investment is increasing even in politically mismanaged states like Zimbabwe. ..how India and China are staking out huge positions throughout Africa. Simply put, in an era where new growth is tougher and tougher to achieve, Vijay Mahajan's Africa Rising uncovers what may be your largest untapped growth opportunity.

From Publishers Weekly:
Africa, like many emerging markets, has been long overlooked, but is poised for explosive growth and opportunity, says author Mahajan (The 86 Percent Solution) in this must-read for investors, executives and anyone with an interest in global business. He argues that Africa "is richer than you think" and presents "as big an opportunity as China and India." The author describes a burgeoning middle class, referred to as "Africa Two," and illustrates how successful companies are organizing the marketplace, creating infrastructure, advertising, and even customizing packaging. In a continent where many countries lack basic resources and transportation, Mahajan admits it would be easy for investors or corporations to discount prospects for profitability, but he describes how creative entrepreneurs have identified these problems as opportunities: the Coca-Cola Company uses trucks, bicycles and handcarts to transport its product into rural villages and is building its own ice plant to keep drinks cool during power outages. This compelling and captivating overview of the market with its colorful anecdotes provides a tremendous insight into Africa's wealth, which Mahajan calls a "different type of oil and diamonds."
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Africa Rising: How 900 Million African Consumers Offer More Than You Think
Author: Vijay Mahajan
Contributor: Robert E. Gunther
Publisher: Wharton School Publishing
ISBN: 9780132339421
Publication date: September 2008

Available from Amazon.com or Kalahari.net (South Africa) 

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