Understanding the Arab Consumer  

Oleh:

Mahajan, Vijay

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 91 no. 5 (May 2013), page 128-133.
Topik: Investment; Arab Countries; Western Products and Culture; Market Region; Global Market

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.46 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

In the post-9/11 world, Islam’s resurgence has made multinationals jittery about investing in the 22 countries that constitute the Arab League. The Arab world, runs the stereotyped assumption, is a closed society of mullahs and militants, fatwas and jihad, whose leaders hate foreigners and whose young men and women are taught to despise Western products and culture. Add the political turmoil and armed conflicts of the Arab Spring revolutions—which ousted rulers in Egypt, Libya, Tunisia, and Yemen—and it’s easy to conclude that the region is unstable, chaotic, and closed for business. Like many other notions about the Arab world, this one is a figment of the imagination. From 2008 to 2010 I traveled through 18 Arab League countries, visiting many markets and companies and speaking with more than 600 people—from CEOs and entrepreneurs in skyscrapers to shoppers in souks and bazaars. Everything I saw and everyone I met suggested that the Arab market is not divorced from the rest of the world. Consumers there have the same demands as people everywhere, and despite the turmoil the region’s markets are growing, globally interlinked, and intensely competitive.

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