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

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

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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.


  • Copyright 2009
  • Edition: 1st
  • Premium Website
  • ISBN-10: 0-13-233942-0
  • ISBN-13: 978-0-13-233942-1

With more than 900 million consumers, the continent of Africa is one of the world’s fastest growing markets. In Africa Rising, renowned global business consultant Vijay Mahajan reveals this remarkable marketplace as a continent with massive needs and surprising buying power.

Crossing thousands of miles across the continent, he shares the lessons that Africa’s businesses have learned about succeeding on the continent...shows how global companies are succeeding despite Africa’s unique political, economic, and resource challenges...introduces local entrepreneurs and foreign investors who are building a remarkable spectrum of profitable and sustainable business opportunities even in the most challenging locations...reveals how India and China are staking out huge positions throughout Africa...and shows the power of the diaspora in driving investment and development.

  • Recognize that Africa is richer than you think
    Africa is richer than India on the basis of gross national income (GNI) per capita, and a dozen African countries have a higher GNI per capita than China.
  • Aim for Africa Two
    Opportunities exist in all parts of the market, particularly the 400 million people in the middle of the market.
  • Find opportunities to organize the market
    From retailing to cell phones to banking, companies are succeeding by building infrastructure.
  • Develop strategies for the most youthful market in the world
    Companies are recognizing opportunities from diapers to music to medicine in a market growing younger every day.
  • Understand that Africa is not a “media dark” continent
    From Nollywood to satellite to broadband, media is exploding on the continent.
  • Recognize the hidden strength of the African diaspora
    The African diaspora brings resources and knowledge to African development and expands the African opportunity beyond the continent.
  • Build Ubuntu markets
    Create profitable businesses, sustainable growth, and social organizations by meeting basic human needs.

Sample Content

Online Sample Chapter

Baking Bread in Zimbabwe: Opportunities in the Rise of Africa

Sample Pages

Download the sample pages (includes Chapter 1 and Index)

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

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