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

3.60  ·  Rating details ·  154 ratings  ·  14 reviews
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. ...more
Hardcover, 260 pages
Published September 1st 2008 by Wharton School Publishing (first published July 28th 2008)
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Oct 12, 2009 rated it really liked it
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 entrepreneu
Rawda al araby
Nov 12, 2013 rated it really liked it  ·  review of another edition
:) 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 :)
Nov 22, 2008 rated it liked it  ·  review of another edition
Shelves: audiobook
This is not, I repeat not, a "general interest" book on Africa - more like a (supplementary) text for a business/marketing course. ...more
Nasser Al-Jabri
طور القرائة
Erik Surewaard
Feb 02, 2018 rated it really liked it
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 re
Oct 16, 2018 rated it really liked it
The author argues from examples --- lots of them. So a very interesting read.
Kwesi Brookins
Jul 08, 2011 rated it liked it
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 cont ...more
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 ...more
Nov 25, 2012 rated it it was amazing
"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 ...more
Leader Summaries
Aug 02, 2014 rated it it was amazing
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
Nick Woodall
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! ...more
Lanre Dahunsi
Mar 13, 2013 rated it it was amazing
Very Insightful.
Jul 22, 2015 rated it did not like it
Such thin analysis. Disappointing
Marcel Brussee
Jan 05, 2013 rated it liked it
Shelves: economy
Africa is richer than I imagined. We can stop the development aid, promoting trade is much more effective!
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