Africa Rising – How 900 Million African Consumers Offer More Than you Think

If you are an Enterprise and are thinking of venturing in the new market in Africa then this is a book to read for the ultimate motivation. The introductory page of this book reads ‘I have to admit that until a few years ago, I was guilty of overlooking Africa. My book on emerging markets, The 86% Solution, included only a few African examples…Like most scholars in the developed world, however, I saw Africa more as a charity case than a market opportunity. I was wrong, and this book is here to set the record straight‘.

The Afrcian continent is one of the world’s fastest growing markets. In this work, legendary global business consultant Mahajan reveals this remarkable marketplace in all its richness and complexity, and helps companies understand the massive opportunity it presents.

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