How 900 Million African Consumers Offer More Than You Think
This is probably the most interesting book that I've read through the Amazon Vine Program. It also suffers from being released at an unfortunate time. Written in the optimism of the time before the current economic crisis, I could not help but wonder how Mahajan would change the book if he could write it today. I think that the parts that rely on international investment would certainly be different, and I can't help but think that the overall tone would be more somber.
All the same, I am glad that this book exists. It is clearly intended as both information and inspiration, and I can't help but think that the core of the project is the every important rebranding of the continent and the markets there. There is an important piece of work to be done on the idea that even though the African markets are different than the markets we see in the west (informal, loosely organized, and quite local in nature) they are still of a size and character that should make them attractive to investors. It's a good message, and an essential one.
Like many business books that have an inspiration message, I sometimes had an uneasy feeling that Mahajan was relying on anecdote to support some of his ideas. I could have used a pinch more scholarly research (or maybe just the feeling that it was backing up the key messages).
Still, recommended.
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