Chapter 5
Arabia Two
Tapping into the Arab Middle Class
The Arab world offers significant opportunities in every segment of the market—from its glittering high-end malls to its charming and dusty souks. At the center of the Arab opportunity is Arabia Two, a huge and growing segment of the population that will guide the development of the Arab consumer market and the region as a whole.
I've seen the Golden Arches in dozens of countries over the years. Whether at home or abroad, I can never get very far without coming across one of those iconic McDonald's signs. Until I got to Beirut, though, I'd never seen the Golden Arches drive past me instead me driving past them. In the Lebanese capital, McDonald's scooters zipped past with delivery drivers ...
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