Identity, Diversity, and Africa's Markets
Nov 2009 · Pearson Education
Ebook
9
Pages
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About this ebook
This Element is an excerpt from Africa Rising: How 900 Million African Consumers Offer More Than You Think (ISBN: 9780132339421) by Vijay Mahajan. Available in print and digital formats.
Africa’s tremendous diversity--and how it affects your business strategies and operations.
While recognizing that markets across Africa have much in common, we cannot gloss over their differences. There is tremendous diversity of economic, political, and social conditions in the 53 nations that make up this huge continent. Although there are opportunities across Africa, they often are realized locally. Companies ignore Africans’ sense of national identity at their peril.
About the author
Vijay Mahajan, former Dean of the Indian School of Business, holds the John P. Harbin Centennial Chair in Business at McCombs School of Business, University of Texas at Austin. He has received numerous lifetime achievement awards, including the American Marketing Association (AMA) Charles Coolidge Parlin Award for visionary leadership in scientific marketing. The author or editor of nine books, Mahajan is one of the world's most widely cited researchers in business and economics.
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