The Arab World Unbound: Tapping into the Power of 350 Million Consumers

 Texas Enterprise Speaker Series



Who: Open to the public  
When:  Tuesday, September 4, 2012    
11:30 a.m.-1 p.m.

Texas Enterprise


Where: AT&T Executive Education & Conference Center
Room 106 1900 University Ave.
Austin, TX 78705
Cost: $20. Includes box lunch. Reservations are limited. Walk-ups are welcome on a space available basis, due to room capacity. A limited number of lunches may be available for purchase.
RSVP Scroll down to REGISTER button.
Parking: Garage parking is available at the AT&T Conference Center for $4, with validation at The Spirit Gift Shop (located off the hotel side lobby, level L).

As the global marketplace continues to expand, so do opportunities to invest, especially in the Arab World.

Dr. Vijay MahajanCollectively the ninth-largest market in the world, the Arab world consists of 22 countries and has more than 350 million consumers.

But the Arab market is generally not well understood by outsiders. This is your opportunity to learn about the Arab markets, based on Dr. Vijay Mahajan’s firsthand research and interviews.

In his presentation on September 4, Professor Mahajan will peel away Western-world stereotypes of Arab consumers to reveal diverse, vibrant and entrepreneurial consumer markets.

Through Mahajan’s rich blend of data and anecdotal observations, you will learn how hundreds of local and multinational companies (such as Coca-Cola, Unilever, and Proctor & Gamble) have already learned how to respect the region's culture and religious norms and to create successful businesses in Arab markets. Mahajan will share their successful strategies.

Dr. Vijay Mahajan’s new book on this subject: The Arab World Unbound: Tapping into the Power of 350 Million Consumers (Wiley Jossey-Bass Publishing), will be released in August 2012.  



"Each day, millions of people watch content produced and broadcast by MBC Group. To stay at the forefront of Arab entertainment and media, we continually review the role of our programming within the region's varied cultural traditions. This book provides a compelling portrait of that rich diversity, as well as the commonalities that unite more than 350 million people in the Arab World." —Sam Barnett, CEO, MBC Group, United Arab Emirates

"Presents great marketing insights into a region that is rarely written about, but holds immense potential for consumer goods companies. Through the application of our superior consumer understanding and combined with our passion to serve the fast changing needs of the Arab consumers, Unilever remains committed to enriching the lives of people in this region." —Paul Polman, CEO, Unilever, United Kingdom

"Businesses of all sizes need to step up to the plate: to mobilize capital and know-how to help create vibrant, dynamic, equitable societies in which every single one of the more than 350 million Arabs alive today can reasonably expect that their children will grow up in a better world. That's the power of entrepreneurship—and the spirit that Mahajan so accurately captures in this very important, fast-paced chronicle of our times." —Ahmed Heikal, chairman and founder, Citadel Capital, Egypt

"I loved the odyssey as much as the illumination of this huge potential market. As an Arab American, as a market research professional, and as a reader, I found it to be most useful and enjoyable. Mahajan has identified the next BRIC." —John Zogby, founder, Zogby International, United States



Vijay Mahajan 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 AMA also instituted the Vijay Mahajan Award in 2000 for career contributions to marketing strategy.

In 2006, he received the Distinguished Alumnus Award from the Indian Institute of Technology (Kanpur) for his contributions to management research. He served as the Dean of the Indian School of Business in Hyderabad from 2002-2004.
Mahajan is author or editor of ten books including his recent book Africa Rising published by the Wharton School Publishing in 2009. His last book on market opportunities in developing countries ( also published by The Wharton School Publishing), The 86 % Solution, received the 2007 "Book-of-Year" Award (Berry-AMA) from the American Marketing Association.

He is one of the world's most widely cited researchers in business and economics and has been invited by more than 100 universities and research institutions worldwide for research presentations. He edited the Journal of Marketing Research, and has consulted with Fortune 500 companies and delivered executive development programs worldwide.

Mahajan received B.Tech in Chemical Engineering from the Indian Institute of Technology at Kanpur, his M.S. in Chemical Engineering and Ph.D in Management from the University of Texas at Austin.


Due to catering confirmations, we can only accept requests for refunds up to 72 hours before the event. Thank you.


Questions? Please contact Gayle Hight or 512-475-6423.

Time: 11:30 AM - 1:00 PM
1900 University Avenue
Austin, TX 78712
United States

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