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

Financial Times
Vijay Mahajan  
Total pages
February 2014
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Africa Rising: How 900 Million African Consumers Offer More Than You Think (paperback)
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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.


The first book to explain how to profit from the world's largest untapped market: Africa's 900,000,000 consumers!  

  • Discover how global and local entrepreneurs are succeeding throughout Africa and learn lessons you can use to profit there, too.
  • Understand the continent's rich, complex, and diverse markets, and identify your company's best opportunities there.
  • By Vijay Mahajan, author of The 86 Percent Solution, and the world's leading expert on marketing to emerging markets.

Table of Contents

Preface   Consumer Safari  x

Part I: The African Opportunity

1 Baking Bread in Zimbabwe  3

2 Africa Is Richer Than You Think  29

3 The Power of Africa Two  57

Part II: Realizing the Opportunity

4 Harnessing the Hanouti: Opportunities in Organizing the Market  77

5 Building Mama Habiba an Ice Factory: Opportunities in Infrastructure  105

6 Running with the Cheetah Generation: Opportunities in Africa's Youth Market  127

7 Hello to Nollywood: Opportunities in Media and Entertainment  147

8 Coming Home: Opportunities in the African Diaspora  167

Conclusion    Ubuntu Market  187

Endnotes  221

Acknowledgments  239

Index  247

4-color insert located in the book center


Vijay Mahajan, former dean of the Indian School of Business, holds the John P. Harbin Centennial Chair in Business at McCombs School of Business, University of Texas at Austin. He has consulted with Fortune 500 companies and received several lifetime achievement awards including the American Marketing Association (AMA) Charles Coolidge Parlin Award for visionary leadership in scientific marketing and the Distinguished Alumnus Award from the Indian Institute of Technology (Kanpur). The AMA has also instituted the Vijay Mahajan Award for career contributions to marketing strategy. Mahajan’s ten books include The 86 Percent Solution (Wharton School Publishing), which received the 2007 Book of the Year Award from the American Marketing Association.