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| Africa Rising: How 900 Million African Consumers Offer More Than You Think | 
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Avg. Customer Rating:  (based on 16 reviews)
Sales Rank: 26712
Category: Book
Author: Vijay Mahajan
Publisher: Wharton School Publishing
Studio: Wharton School Publishing
Manufacturer: Wharton School Publishing
Label: Wharton School Publishing
Languages: English (Original Language), English (Unknown), English (Published)
Media: Hardcover
Edition: 1
Number Of Items: 1
Pages: 288
Shipping Weight (lbs): 1.1
Dimensions (in): 9.1 x 6.2 x 1.1
ISBN: 0132339420
Dewey Decimal Number: 382.096
EAN: 9780132339421
ASIN: 0132339420
Publication Date: September 8, 2008
Availability: Usually ships in 1-2 business days
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Product Description
Profit from the World's Largest Untapped Market: Africa's MORE THAN 900 MILLION Consumers! "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 "While we consider Africa one of our most important markets, we are very aware that it is often overlooked as a place to conduct sustainable business. This book shows that Africa offers opportunities equal to other developing regions that receive more attention. Through the Diageo Africa Business Reporting Awards, we have committed to promoting high-quality coverage of the business environment in Africa. This book makes an important contribution in providing a vivid picture of the African market opportunity." --Paul Walsh, Chief Executive Officer, Diageo, UK "This book presents a compelling argument for waking up to the potential of a continent with a population of over 900 million and a high rate of growth.The African continent is rich in natural resources and presents opportunities across a wide cross-section of industrial and commercial areas for companies with appropriate business strategies and a genuine commitment to improving the quality of life of the local population. " --Ratan N. Tata, Chairman, Tata Group, India "Unilever has invested in Africa for over a century and is committed to building strong market positions in the region by meeting the needs of African consumers. As this book highlights, the opportunities for consumer goods companies are considerable and the potential to do business in Africa is much greater than many companies realize." --Patrick Cescau, Global CEO, Unilever, UK "Bravo. The timing of this book is perfect. It will be much quoted. I especially like how Professor Mahajan uses the voices of Africans to bring it to life, alongside the research." --Barbara James, former Managing Director of the African Venture Capital Association and founder of the Henshaw Funds, the first independent pan-African private equity Fund of Funds, Nigeria/UK 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.
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| Customer Reviews: Read 11 more reviews...
 Building Wealth in Africa November 28, 2008
Before I went to Nigeria in 1996, I had no realistic concept of Africa and Africans. I met a people faced with impossible corruption and crumbling infrastructure...yet also filled with courage, hope, a drive to succeed, and incredible entrepreneurial spirit. I was ashamed at the fact the U.S. ignores so much of the real situation and potential in Africa, painting an incredibly diverse continent with one brush. The real wealth in Africa is not minerals, gold, or oil: the real wealth is its people.
This timely book is a good overview of the potential for business development in Africa, including many of the challenges and opportunities for foreign investors, from the small import-export business to the largest corporations. The real key is the "Trade not Aid" focus. While aid is important, the real road to helping Africa is developing its people and their local businesses, who in turn can develop Africa appropriately in partnership with external entities. The concept of Ubuntu and social entrepreneurship is the real key.
There are some weaknesses, such as the reality that government stability and integrity (corruption etc.) is a real problem, and that there are great differences not only among countries, but also among the ethnicities within each country, and especially the urban-rural divide in every country.
But overall, this is a positive book that has been a long time in coming. I hope that business schools consider adopting this text in their international business classes.
 Finally, A Balanced View of Africa November 27, 2008
1 out of 1 found this review helpful
Vijay Mahajan, author of The 86 Percent Solution: How to Succeed in the Biggest Market Opportunity of the 21st Century, and eight other titles brings us a wonderfully balanced view of Africa. Mahajan, a marketing professor from India predicted his home country's success decades ago. Now, he is doing the same with Africa Rising.
The author discusses how much of the world views Africa as a charity case, rather than a market opportunity with more than 900 million consumers. Various market segments from: food, clothing, medicine, shelter, cell phones, bicycles, automobiles, education, water, and more are referenced. Colorful photos are also included.
Such areas like the media, advertising, and entertainment, or Nigeria's booming film industry, "Nollywood" were also outlined with detailed examples of growth sectors.
This book is highly recommended for Africanists, Marketers, Entrepreneurs, and more. Some large firms, such as Coca-Cola, Pepsi, and Guinness, have already taken full advantage of the African arena, with not only their products, but with clever advertising systems.
As a Master of Business, I found this text to be truly enlightening, and hope that others will take part in the growth and sustainability of African's economy.
Interesting, but mixed feelings about this book & its purpose November 23, 2008
1 out of 1 found this review helpful
An interesting book - the back cover gives you a pretty good overview of what he offers here, and the first several chapters are somewhat redundant.
If you buy his premise, that Africa is a largely untapped market with more money than we think, then there is no reason for him to beat a dead horse by giving us additional reasons to sell to Africa.
That being said, he goes on to give us some really good ideas of the types of things Africans buy, the regional differences, the kinds of businesses that are booming right now, and the kinds of things they're looking to import. A very interesting read.
As a small business owner, however, I'm struggling to see the application. Unless one intends to spend a lot of time traveling Africa and building businesses & relationships, most of this seems useful only to mid-to-large corporations (i.e., utility companies, credit card companies, pharmaceuticals, cell phone services, etc).
Additionally, the overall tone of the book is a little disturbing. I find it sad that we can think of a nation in terms of what they consume, or what we can sell them.
Still, though, I did find it interesting. The author provides a brief updated view of the politics, geography, and economics of a continent that Americans usually tend to think is poor and deprived.
Essential for marketing people, fascinating for everyone November 20, 2008
1 out of 1 found this review helpful
Africa Rising is an exceptional book. It is certainly geared toward a marketing professional but the general public will have a lot of stereotypes of Africa shattered. Like most Americans, I thought of Africa as a place on only widespread hunger and violence; no "normal" life. This book really opened my eyes. Although there is rampant poverty in many places, and some areas are still unstable, there are many more success stories than what we hear about.
Since this book is aimed at business executives, sometimes the readability suffers. The first chapter seems to be a mishmash of a lot of information all lumped together. The rest have a somewhat better flow. For the casual reader without a strong business background, the author makes some reasonable assumptions that may make the text occasionally harder to understand. For example he assumes that the reader knows that Saatchi & Saatchi is a world-leading advertising agency.
Each chapter is packed with illuminating information. There are endnotes with plenty of references to the source material, and the index is very thorough. Each chapter ends with a handful of "thought" questions to help get the creative thought processes kick-started. Real companies and individual entrepreneurs are spotlighted to bring the topics alive.
Some interesting tidbits of information from this book: There are only 100 ATMs in Uganda, a country of 27 million people. Phone minutes have become a medium of exchange, much more useful than hard currency.
An example of a myth shattered, at least for me. In Egypt, I expected a country of a few rich oil sheiks contributing to the bulk of the economy, where in fact, over 30% of the GNP is in the "informal" economy, or unreported income. So there is a large amount of income at all levels in that economy.
Africa, a global economic force! November 20, 2008
1 out of 1 found this review helpful
So as the accolades and awards rolled in for "The 86% Solution," his 2005 book about how companies reach the billions of consumers in emerging markets, Mahajan was busy filling in the gap.
"I was feeling very uncomfortable because I was not finding much on Africa, and my consulting and teaching rarely took me there," the University of Texas marketing professor said in an interview. "Toward the end of the book, around 2003 and 2004, I could feel something was going on in Africa. I said, 'My God, I have to really dive into this.' "
After four years of research, dozens of 4 a.m. phone calls and thousands of frequent-flier miles, Mahajan put his misgivings to rest with "Africa Rising: How 900 Million African Consumers Offer More Than You Think." The book builds on many of the conclusions Mahajan reached in "The 86% Solution": Emerging markets, even in the nascent stages, can deliver healthy returns for a company that takes time to understand local customers, the products they want and need and how and where they purchase them.
The message was easy enough to digest when examples came from India and China, each a booming economy with plenty of positive press and hundreds of multinational companies paving the way. With Africa, Mahajan has a harder sell, especially given the endless stories of war, malnutrition, corrupt regimes and poor health care. One executive quoted in the book derisively called the West's constant, negative media coverage "CNN Africa."
Yet "Africa Rising" comes at what could be a threshold point in the continent's economic history. Per-capita income in many countries is higher than in China and India, Mahajan writes, and the steady development of African markets could help foster an atmosphere that encourages political stability and entrepreneurial frenzy.
In many respects, Mahajan argues, Africa currently resembles India and China before their emergence. "Whatever is happening in India and China, those stories are the best things to happen to Africa," Mahajan said. "Even Africa feels if these two countries can do, we can do."
Of course, no single book can dispel the deep-seated picture of the continent, but Mahajan does offer a credible counterpoint with numerous anecdotes about successful multinational companies and local entrepreneurs. For all the barriers to running a business -- and this book doesn't sugarcoat the fact that many exist -- a growing pool of middle-class consumers in Africa offers a lucrative opportunity.
Those challenges and opportunities can be one and the same. A company ultimately must address the wants and needs of its customers, Mahajan writes. Coca-Cola, for example, built an extensive distribution network to reach some of the smallest towns throughout much of the continent. It uses the same network to deliver condoms in an effort to help limit the spread of AIDS. It also built a factory in Nigeria that can supply ice to its local vendors during power outages.
Moncef Belkhayat took a different approach in Morocco. A former executive at Procter & Gamble, Belkhayat bought up a bunch of independent shops and pieced them into a chain of small, neighborhood retail shops called hanout, which offer a sort of informal credit. (Such shops exist virtually worldwide. In an interview, Mahajan remembered a small store near his childhood home in India. He would pick up a few things his parents needed, and his father would square the bill at the end of the week.) Belkhayat organized the chain's operations, including its distribution system, and then "formalized the informal" by entering into a partnership with BCME Bank. He still offers credit to his customers, but he also offers a range of basic banking services to boot.
Reading such anecdotes, one gets the sense that any company with sufficient imagination and flexibility can build a successful business there. In that sense, Mahajan runs the risk of putting too rosy a picture on these emerging markets.
But he's careful to include constant reminders that successful ventures in Africa require sharply different thinking. The opportunity is there for entrepreneurs and investors who address the problems of "CNN Africa" but see the continent through another channel, too. As one of Africa's most successful entrepreneurs says in the book: "(W)hen there is a gap between reality and perception, there is good business to be made."
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