Africa Rising

How 900 Million African Consumers Offer More Than You Think

by Vijay Mahajan

Wharton School Publishing, 2008

ISBN: 9780132339421
Pages: 288

Category: Intercultural Management

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Overall (?)

(7)

Applicability	(6)
Innovation	(9)
Style	(7)
Level of Expertise (?)	(3)

In this summary you will learn

• Why, contrary to common perceptions, Africa presents many business opportunities
• How some companies successfully tap Africa’s diverse markets
• How businesses, nongovernmental organizations and its own entrepreneurs can help Africa develop

Why you should read Africa Rising

“We know everything about how Africans die, but we know little about how Africans live,” said Swedish author and self-proclaimed African-at-heart, Henning Mankell. This is a book about Africa, but its protagonists are not disease-ridden men and women, starving children or raging warlords. Vijay Mahajan paints a picture of a continent overflowing with entrepreneurial spirit and economic opportunity. He excitedly strings together story after story of entrepreneurial gardens planted in what looked like deserts. At the same time, he makes it quite clear that if you expect to make money in Africa simply by copying business models from elsewhere, you might as well forget about it. To succeed, you must take the time to understand how Africans live and, especially, to learn what their daily challenges are, be they economic, political, institutional or existential. Opening the door of opportunity in Africa requires just a little extra portion of creativity. Mahajan covers a lot of ground in this book. His inspiring case studies will teach you lessons about innovation and entrepreneurship that you can apply anywhere in the world. However, while this book might encourage you to plunge into business in Africa, you will have to turn to another source for hands-on advice. For that reason, getAbstract recommends this work to entrepreneurs and strategists who have not yet considered the African market – not those who are ready to go.

About the author

Vijay Mahajan, past dean of the Indian School of Business, holds a chair in business at the McCombs School of Business at the University of Texas in Austin. He has written 10 books, including The 86% Solution.