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

Description

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.