’Walk the Market’: Tapping into Africa’s 900 Million Consumers

When multinational companies want to tap into the massive pent-up consumer demand in emerging markets the first countries that they usually think of are China and India. But what about Africa asks Vijay Mahajan author of Africa Rising: How 900 Million Consumers Offer More Than You Think (Wharton School Publishing). Though often overlooked in global corporate growth strategies Africa as a whole has enough consumer power to give China and India a run for their money he argues. Mahajan a marketing professor at the University of Texas in Austin and co-author of an earlier book titled The 86% Solution: How to Succeed in the Biggest Marketing Opportunity of the 21st Century (Wharton School Publishing) talked with Knowledge at Wharton about Africa Rising.

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