VIJAY MAHAJAN 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 Charles Coolidge Parlin Award for visionary leadership in scientific marketing and the Distinguished Alumnus Award from the Indian Institute of Technology (Kanpur). Mahajan is the author of eleven books, including Africa Rising and The 86 Percent Solution.

• Preface: A Consumer Rihla xiIntroduction 1Part I Discovering the Arab World1 Drinking Red Bull In Dahiyeh 9The Arab Market is Vibrant and Globally InterconnectedArab Consumers Control More Spending Power Than You ThinkThe Shadow EconomyShades of India and ChinaOpportunities Beyond Crude Oil and AbayaHousehold Spending in the Arab WorldBeyond Boycotts and BarriersChicken Fights: Local Competition in the Arab MarketThe Global Emergence of Arab BrandsA Worldwide Hub: The Globally Connected Arab WorldThe Arab World is Neither CNN’s nor Al Jazeera’s2 The Diversity of the Arab World 51No Harm in HaramNot All the Consumers in Arab Countries are ArabThe Diversity of Arab ConsumersSegmenting the Arab Consumer MarketsEmbracing the Diverse Habits of Arab ConsumersLanguage DifferencesThe Market Dominance of Saudi Arabia and the GCCSaudi Arabia’s Influence Within Other MarketsThink Regional, Act Local3 Islam Matters: The Impact of the Five Pillars of Islam On Consumers In the Arab World 87The Difference Between Culture and ReligionWhy Shahada MattersWhy Salah MattersWhy Sawm MattersWhy Zakat MattersWhy Hajj and Umrah MatterIslam in the EverydayPart II Tapping Into the Well of Arab Consumers4 The Shabab: Tapping Into The Arab Youth Market 127The Shabab Demographic DividendThe Shabab Crave the Best Brands, Wherever They Come FromThe Shabab Generation is Molding the Consumer MarketThe Shabab Generation is Changing the Arab WorkforceThe Shabab are Transforming the Private SectorThe Shabab and EducationThe Shabab and Marriage5 Arabia Two: Tapping Into the Arab Middle Class 157The Rise of the Middle Class is Changing Arab Consumer MarketsIdentifying the Arab Middle ClassTapping into Arabia TwoTapping into Arab Consumer Power at All LevelsUrbanization, Modern Trade, and Arabia TwoArabia Two and the Balance Between Tradition and Modernity6 Tapping Into the Market of Arab Women 185Arab Women Have Money to SpendEducated Women are Reshaping the Arab MarketThe Arab Woman as a ConsumerInside and Outside: The Dual Identities of Arab WomenTapping into the Arab Beauty MarketThe Arab Woman as Wife and MotherArab Women as Head of the HouseholdThe Veil Doesn’t Hide the Arab Woman’s MindArab Women as Business LeadersArab Women are Reshaping the Region on Their Own Terms7 Tapping Into the Arab Technology Market 229The Spread of Internet Use Opens Up New Paths to ConsumersThe Rise of Social MediaTapping into Arab E-CommerceUsing Technology to Recapture the Golden AgeOn the Go: The Market for Mobile PhonesBuilding the High-Tech Industry in JordanThe Technological Arab Spring8 Tapping Into the Arab Media and Entertainment Market 257Television Advertising in the Arab WorldArab Cinema and FilmDancing in the Desert: Music in the Arab WorldArt in the Arab WorldBooks and BookstoresThe Birth of an Arab Superhero9 Tapping Into the Arab Diaspora 299Linking the Diaspora to the Arab WorldRemittances Constitute a Critical Piece of Many ArabEconomiesTapping into the Arab DiasporaThe Arab Diaspora Has Made a Name for ItselfTapping into Opportunities Around the WorldYou Can Go Home AgainThe Diaspora is Bringing Different Worlds TogetherPart III Conclusion10 Rebranding the Arab World 335Yalla Arabia!Capturing the Region’s Yalla Energy with a New Arab BrandSustaining the Yalla Energy of Family BusinessesHarvesting the Yalla Energy of Arab YouthFueling the Yalla Energy of Arab EntrepreneursEnabling a New Yalla Energy Among Disadvantaged ArabsA Call to ActionThe Richness of the Past and the Promise of the FutureAcknowledgments 373The Author 391Index 393

"... handy entrepreneurial guide... its uniqueness among business guides aimed at a western demographic make it a must-read for those hoping to strike it big in the region>" (The National, February 2013) "This book offers an expert perspective on the boundless business opportunities in the Arab World." (Middle East, November 2012) "The Arab world deserves reading for presenting a view of the region that is rarely seen." (Money Week, October 2012) "Prof Mahajan's excitement about the Arab world is almost palpable... he is a fine writer and he presents factual details, statistics and concepts in a breezy, easy to read manner." (Financial Times, 2nd August 2012)