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Africa Rising: How 900 Million African Consumers Offer More Than You Think

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

260 pages, Hardcover

First published July 28, 2008

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Vijay Mahajan

24 books13 followers

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5 stars
29 (18%)
4 stars
61 (38%)
3 stars
51 (32%)
2 stars
13 (8%)
1 star
5 (3%)
Displaying 1 - 13 of 13 reviews
620 reviews43 followers
October 12, 2009
Surprising case studies from Africa

“We know everything about how Africans die, but we know little about how Africans live,” said Swedish author and self-proclaimed African-at-heart, Henning Mankell. This is a book about Africa, but its protagonists are not disease-ridden men and women, starving children or raging warlords. Vijay Mahajan paints a picture of a continent overflowing with entrepreneurial spirit and economic opportunity. He excitedly strings together story after story of entrepreneurial gardens planted in what looked like deserts. At the same time, he makes it quite clear that if you expect to make money in Africa simply by copying business models from elsewhere, you might as well forget about it. To succeed, you must take the time to understand how Africans live and, especially, to learn what their daily challenges are, be they economic, political, institutional or existential. Opening the door of opportunity in Africa requires just a little extra portion of creativity. Mahajan covers a lot of ground in this book. His inspiring case studies will teach you lessons about innovation and entrepreneurship that you can apply anywhere in the world. However, while this book might encourage you to plunge into business in Africa, you will have to turn to another source for hands-on advice. For that reason, getAbstract recommends this work to entrepreneurs and strategists who have not yet considered the African market – not those who are ready to go.
Profile Image for John.
2,003 reviews197 followers
December 13, 2008
This is not, I repeat not, a "general interest" book on Africa - more like a (supplementary) text for a business/marketing course.
Profile Image for Erik Surewaard.
186 reviews4 followers
February 2, 2018
For the reader with an interest of the African economy, this book gives a great introduction.

This book not only covers the relevant macroeconomic drivers for the (future) potential of the African continent, but also gives a good overview of local drivers. Locally (country, city), it describes well the relevant marketing- and communication-aspects that contribute to its current success.

This book also provided me with good leads of companies, investment funds and data sources. This for further research.

The are also some points that could have been better. The writing style of the author can be described as academic in some places. I also found the author too focussed on his high-level segmentation on three segments: Africa-1, Africa-2 and Africa-3. In my opinion this is simply the (1) high-end, (2) middle class and (3) bottom-end of the society. So nothing special in my opinion. Instead of this ultra simple segmentation, I would have preferred to have gained some more insights in for instance the effect of religion on the economic potential of the market.

A last point of attention is that the book is written around 2008. Considering the rapid developments in many countries (politics, war, economic growth, ...), the book can be somewhat dated already.

All in all, I find this book worth four stars. This book is in my opinion a very valuable read for someone with an interest in the African economy and market.
Profile Image for Joseph.
74 reviews1 follower
December 2, 2018
The author argues from examples --- lots of them. So a very interesting read.
Profile Image for Kwesi Brookins.
107 reviews7 followers
June 28, 2012
Good overview of economic opportunities existing in Africa. The emphasis on the opportunities that Africans are themselves taking advantage of was a welcome change from what one often reads about what the outside world can do for Africa. Examples are provided from most regions if not countries on the continent. The author writes from his own experience and what appears to be a good amount of research. The general reader can become informed about the many economic activities occurring on the continent although it is amazing how many of the examples provided are already out-of-date which speaks to how fast global and continental economic activity is moving.

Although the focus is primarily on the consumer opportunity Africa affords, that cannot and is not discussed without an appreciation for the entrepreneurial and business-building pursuits necessary to take advantage of those consumers. The book needs to be supplemented, however, by other readings on macro-level economic policies and strategies within countries and the continent as a whole. Although the need for "trade" not "aid" is appreciated by the author, the ways in which that trade is constrained and sometimes prevented by the outside-of-Africa world needs to be included in order to complete the picture.

The writing was straightforward although a bit repetitive at times.
988 reviews
October 24, 2011
it took me quite a while to read this, but it was worth the time i spent. most people think of africa (outside of maybe south africa) as a desolate, extremely poor, war-ridden dustbowl filled with disease-stricken starving people. to a lesser extenet, that was true, and still is in some parts, but africa as an economy is growing, and to my amazement, some countries in africa have a greater GNP than india or china! my only complaint is that on kindle, the graphs are so small and hard to read that they are relatively worthless, but other than that, it was very interesting to see how africa has progressed over the last 20 years.
Profile Image for Chad.
82 reviews2 followers
October 14, 2013
"Africa Rising: How 900 Million African Consumers Offer More Than You Think" was a finalist for the American Marketing Association's Berry-AMA Book Prize for the Best Book in Marketing in 2010. The book reveals why many analysts recommend that companies make investments in the continent. The author points out that even though there currently are some challenges to doing business in Africa, there are also many opportunities for businesses to make money by targeting the many consumers who are not yet wealthy, but are striving to make a better life for themselves. I now want to read some of the other books that have been written by the author.
Profile Image for Leader Summaries.
375 reviews44 followers
August 4, 2014
Desde Leader Summaries recomendamos la lectura del libro África despierta, de Vijay Mahajan.
Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: innovación, globalización, nuevos mercados y sus oportunidades.
En el siguiente enlace tienes el resumen del libro África despierta, La oportunidad de un mercado por descubrir: África despierta
Profile Image for Rawda al araby.
22 reviews12 followers
March 9, 2014
:) احلي حاجة في الكتاب انك لما تشوف اي اعلان في الشارع مش هتبصله كاعلان عادي بس هتبتدي تاخد بالك ازاي بيجذبوا المستهلك عن طريق تصويره كوسيله للوصوبل لاحلام المستهلك ...استراتيجية اصغر قطعة نقود...قطاع افريقيا2...جائزة مو للحكم الرشيد...بنوليود حاجات كتير كان اول مرة اسمع عنها :)
1,157 reviews7 followers
February 5, 2016
Africa gets a raw deal when it comes to the world's attention, but this book should catapult us to understand and deal with Africa on an equal footing, especially the United States. Great stories of entrepreneurs making a fortune in Africa. I really wished the book had been twice it's size!
Displaying 1 - 13 of 13 reviews

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