Professor Vijay Mahajan, Department of Marketing, McCombs School of Business
11:30 a.m. — 1:00 p.m. Friday, October 14, 2016
AT&T Executive Education and Conference Center, Room 203
Cost: $20, includes lunch. Vegan and vegetarian options.
Do you know where the next huge spike in market growth will happen? It probably won’t be in the U.S., but from an unlikely source—the rural areas of developing countries where more than 6 billion people live. These consumers are concentrated mostly in Asia and Africa and represent what I refer to as the “other 86%” of the world’s population. They’re important, and they’re overlooked.
I’m Vijay Mahajan, professor of marketing at the McCombs School of Business at The University of Texas at Austin. My research and teaching at the business school focus on international markets, globalization and trade, and product innovation.
I invite you to attend our upcoming discussion, “The Invisible Global Market: Marketing to the Other 86%,” on October 14 at the AT&T Executive Education and Conference Center — on the UT Austin campus.
In this lunch-and-learn event, I’ll share what I’ve discovered based on hundreds of interviews and market visits to dozens of developing countries. We’ll discuss what the new “rules of engagement” are that make these emerging markets tick, which countries have the most opportunity and why, and examples of some of the companies that are already experiencing tremendous market growth in these regions.
WHAT YOU WILL LEARN
- What the rules of engagement are for emerging markets.
- The biases of rich countries—like the U.S.—that blind them to opportunities in the other 86% of the world.
- How the middle class in rural economies is fueling growth.
- Which countries have the most opportunity for economic growth and why.
I will bring advance copies of my newest book—Rise of Rural Consumers in Developing Countries: Harvesting 3 Billion Aspirations– to give to 50 lucky attendees.
Join us on October 14. Room size is limited.
Vijay Mahajan is a professor of marketing and holds the John P. Harbin Centennial Chair in Business at the McCombs School of Business, The University of Texas at Austin. He is an influential writer and speaker on global consumer markets, with a special emphasis on consumer behavior and marketing strategies in the developing world.
His most recent book, Rise of Rural Consumers in Developing Countries: Harvesting 3 Billion Aspirations, will be published in December 2016. He is the author or editor of twelve books including The Arab World Unbound. Collectively, his books have been translated into twelve languages. His book, The 86% Solution, received the Book-of-the-Year award (Berry-AMA) in 2007, and Convergence Marketing and Africa Rising were among the finalists for the same award in 2003 and 2010 respectively.