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“Unilever has invested in Africa for over a century and is committed to building strong market positions in the region by meeting the needs of African consumers. As this book highlights, the opportunities for consumer goods companies are considerable and the potential to do business in Africa is much greater than many companies realize.”      

--Patrick Cescau, Global CEO, Unilever, UK

“Bravo. The timing of this book is perfect. It will be much quoted. I especially like how Professor Mahajan uses the voices of Africans to bring it to life, alongside the research.”

--Barbara James, former Managing Director of the African Venture Capital Association and founder of the Henshaw Funds, the first independent pan-African private equity Fund of Funds, Nigeria/UK

With more than 900 million consumers, the continent of Africa is one of the world’s fastest growing markets. In Africa Rising, renowned global business consultant Vijay Mahajan reveals this remarkable marketplace as a continent with massive needs and surprising buying power.

Crossing thousands of miles across the continent, he shares the lessons that Africa’s businesses have learned about succeeding on the continent...shows how global companies are succeeding despite Africa’s unique political, economic, and resource challenges...introduces...