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Publisher's Summary

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 Coca-Cola executives in Nairobi "walk with the market"...what Unilever has learned from its "consumer safaris"... how Guinness is learning to become authentically global companies are overcoming Africa's unique political, economic, and resource 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; and how India and China are staking out huge positions throughout Africa. p>Simply put, in an era in which new growth is tougher and tougher to achieve, Vijay Mahajan's Africa Rising uncovers what may be your largest untapped growth opportunity.
©2008 Pearson Education; (P)2008 Audible, Inc.
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Critic Reviews

"This book lays out a powerful portrait of the growing opportunities in Africa. It is clear to us that any global firm interested in growth must see Africa as an essential part of its portfolio." (E. Neville Isdell, Chairman and Chief Executive Officer, The Coca-Cola Company, USA)
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Customer Reviews

Most Helpful
2 out of 5 stars
By John S. on 12-13-08

One can skim the print version

This is not, I repeat not, a "general interest" book on Africa - more like a (supplementary) text for a business/marketing course. Narrator does a terrific job with the material, but unless an audio listener has a strong, specific interest in African business (or cannot read print books), this one might prove tough to get through.

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9 of 11 people found this review helpful

3 out of 5 stars
By Roy on 08-23-09


Vijay Mahajan brings an optimistic perspective to the economic conditions in Africa. Following the news, there are indications that Africa may be rising that are easily missed. Mahajan pulls much of what has been reported and what has been under reported to paint his picture. It is informative and well read. The writing might have been organized differently and consistently. There is still value here for the interested and those who wish to be informed.

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2 of 2 people found this review helpful

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Customer Reviews

Most Helpful
4 out of 5 stars
By Anonymous User on 07-08-18

Needs an update

Good book but needs to be updated to 2018, as there have been some significant changes in the last 10 years that are not reflected in the book. Also, a country by country breakdown of perhaps the 3 biggest opportunities in each country in Africa would be helpful.

overall, a great read, well written, and awesome context.

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5 out of 5 stars
By Anonymous User on 04-26-17

Very Good Book

Very good read. A lot of insightful information on Africa and how business is changing the continent. I would recommend to all Africans to read this book.

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