In The Arab World Unbound: Tapping into the Power of 350 Million Consumers (Jossey-Bass, 2012), Vijay Mahajan, a professor of business at the University of Texas at Austin, outlines the opportunities and challenges of the Arab consumer market. As part of his research for the book he talked to everyone from CEOs of multinational corporations to small-town shop owners. Mahajan’s book shows the tremendous business potential in the Arab world, and explains what must be done to capitalize on it. He goes into detail about the diversity in the Arab world, and how it is critical to not assume that everyone living in the Arab world has the same beliefs or background. The book also illustrates the role Arab women play in the marketplace, and how new technology and social media are affecting commerce.

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