Vijay Mahajan, Ph.D., visited 18 Arab nations for his book that reveals a vibrant, bustling place full of commerce and consumers hungry for goods of almost every kind. He will discuss The Arab World Unbound: Tapping into the Power of 350 Million Consumers in Los Angeles on Thurs., Oct. 18, 2012 in a public forum presented by the Levantine Cutural Center. The Arab world is home to more than over 350 million consumers, but while the US media tends to communicate in sound bytes about the Arab world, international business leaders have realized that Arab markets are wide open for business. The Arab world is as now as promising an opportunity as India and China. 

"...what really makes the book is its immediacy. The author is not afraid to get his boots dirty. His research took him to...areas where foreigners do not normally go, such as south Beirut. He spoke not only to business leaders but also to ordinary people in the streets and shops." —LA Times  

The Arab World Unbound: Vijay Mahajan presents his findings on the Arab world from a business and marketing standpoint...The Arab World Unbound reveals the myriad opportunities presented by the Arab World's market of 350 million consumers, who collectively wield the ninth-largest economy in the world. Based on the author's firsthand research, including hundreds of market visits and more than 600 interviews at companies doing business throughout the region, The Arab World Unbound shows how globally interconnected and vibrant the Arab markets are. Through rich a blend of data and anecdotal observations, it chronicles how, by respecting the region's culture and religious norms, hundreds of local and multinational companies and entrepreneurs are creating successful businesses in this large and growing marketplace.

Mahajan presents his findings, business and marketing approaches at the Iman Cultural Center 3376 Motor Ave, Los Angeles, CA 90034 on Thurs., Oct. 18, 7 pm, followed by Q & A and a book signing. The event is open to the public. Tickets are $20 in advance, $25 at the door and $40 with a signed book. A light reception with refreshments is included. This event is presented by the Levantine Cultural Center. Seating is limited, call 323.413.2001 to RSVP.

Founded in 2001, the Levantine Cultural Center is a 501(c)(3) nonprofit organization that champions cultural literacy about the Middle East and North Africa, and cultural diplomacy that strengthens American communities, by presenting arts & educational programs that bridge political and religious divides.

The Arab World Unbound:

• Includes hundreds of interviews and illustrative examples that peel away stereotypes about Arab consumers to reveal a diverse, vibrant and entrepreneurial consumer market.
• Gives a detailed discussion of the effect Islam has on consumer and commercial behavior- Mahajan argues that western companies will prosper only if they understand the principles of Islam and accept the role that faith plays in everyday life.
• Shows how Arab entrepreneurs, both men and women, are shaping the regional and global marketplaces.

The Arab world's mix of deep traditional roots and constant reach for a progressive future has created an enormous demand for outside brands.

About the Author:
Vijay Mahajan holds the John P. Harbin Centennial Chair in Business in the McCombs School of Business, University of Texas at Austin. Mahajan is one of the most widely cited researchers in business and economics and has been invited by more than 100 universities and research institutions worldwide for research presentation. He has consulted with Fortune 500 companies and both government and industry, and offered executive development programs in the US, Asia, Europe, and South America. He is the recipient of the American Marketing Association's (AMA) Charles Coolidge Parlin Marketing Research Award (1997), the oldest and most eminent award in the field. He also received the AMA Marketing Research Special Interest Group Gilbert Churchill Award in 1999, recognizing lifetime achievement in marketing research. In 2000, the AMA instituted the Vijay Mahajan Award for Career Contributions to Marketing Strategy to be presented annually to an educator for sustained contributions to marketing strategy literature. He is the author or editor of 11 books and has written articles for Harvard Business Review, Journal of Marketing Research, Journal of Marketing, and Management Science, among others.