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Meet your new global consumer

You’ve heard of the burgeoning consumer markets in China and India that are driving the world economy. But do you know enough about these new consumers to convert them into customers?

Do you know that:
• There will be nearly one billion middle-class consumers in China and India within the next ten years?
• More than 135 million Chinese and Indians will graduate from college in this timeframe, compared to just 30 million in the United States?
• By 2020, 68 percent of Chinese households and 57 percent of Indian households will be in the middle and upper classes?
• The number of billionaires in China has grown from 1 to 115 in the past decade alone?

In The $10 Trillion Prize, bestselling author Michael J. Silverstein and his The Boston Consulting Group colleagues in China and India provide the first comprehensive profile of the emerging middle class, primed to transform the global marketplace. Already the world’s biggest buyers of cars, mobile phones, appliances, and more, these consumers are eager for more products and services. In fact, it’s estimated that by 2020, consumers in China and India will generate about $10 trillion of total annual revenue for companies selling to them.

This book explains who these consumers are—what they buy and why, how they think and shop, and how their needs and tastes are changing. It takes you into their lives so you can better understand what they want and what they’re looking for.

Only by fully comprehending the forces driving this new generation of consumers will your company be able to capitalize on the opportunities their buying power represents. Insightful and backed by rigorous research, this book takes you inside the hearts and minds of today’s emerging Chinese and Indian consumers—both urban and rural, and across all income levels—positioning your company to win as the next wave of global affluence reaches the marketplace.

• Sales Rank: #276816 in Books
• Published on: 2012-10-02
• Original language: English
• Number of items: 1
• Dimensions: 9.50" h x 1.10" w x 6.30" l, 1.37 pounds
• Binding: Hardcover
• 314 pages

Review
As seen in The Wall Street Journal, Fortune magazine, Forbes.com, Bloomberg TV, Businessweek, The Economist, and BBC Radio

“enjoyable, informative, and timely book.” — Indian Journal of Economics & Business

“A must-read for those wanting to tap the markets of India and China, The $10 Trillion Prize: Captivating the Newly Affluent in China and India is a portrait of the world’s biggest buyers of cars, mobile phones, appliances and other products and services” — livemint

“This is a good book packed with data, examples, and insight. Whether you know next to nothing, just or little or are quite familiar with the business environments in China and/or India, you will certainly get new information as I did, to widen my horizons. Get this book.” — BIZ INDIA (bizindia.net)

“Pick up the book to know how to create a triple crown: a win in China, a win in India, and a win at home; and to understand the differences and similarities between China and India.” — Business India

“The $10 Trillion Dollar Prize examines the pot of gold at the end of the rainbow for Western manufacturers and explains who these customers really are and how their tastes are changing. But most importantly it offers insights into how to reach them.” — Engineering and Technology Magazine, The Institution of Engineering and Technology

“well worth having on your bookshelf” — Business Traveller magazine

Through vivid profiles and memorable characters such as the Harvard girl and Mrs. Wx Liu, the authors take readers inside the hearts and minds of Chinese and Indian consumers and offer key new insight into how to win them over. — India Business Journal

“an excellent starting point for understanding how China and India are powering the global economy.” — Small Business Trends (smallbiztrends.com)

“The $10 Trillion Dollar Prize is an insightful, brilliant journey into the viscera of the modern consumer in both countries, unravelling in the process the rich tapestry that embellishes both these countries.” “In sum, the book is a “paisa vasool”, or value for money, a term it repeatedly refers to, and one which could redefine the way corporations around the world think about consumers in India and in China.” — Business Standard (business-standard.com)

“…the authors, all of whom work for the Boston Consulting Group, make a convincing case for the importance of this eastward shift in global spending.” — The Financial Times

“The $10 Trillion Prize, through survey data, concrete examples, and on-the-ground reporting, shows business leaders what they’re up against in these two massive markets…” — EuroBiz

Advance praise for The $10 Trillion Prize:

Jerry Stritzke, President and COO, Coach—
“Great insights into the aspirations and driving forces behind the all-important consumers of China and India. A thought-provoking and entertaining glimpse into how these consumers will redefine the future.”

Irene Rosenfeld, Chairman and CEO, Kraft Foods—
“A must-read for consumer companies seeking to capitalize on the explosive growth in India and China, but also a how-to manual for jump-starting growth in more mature, developed markets.”

Jochen Zaumseil, Executive Vice President, Asia Pacific, L’Or�al—
“The authors of The $10 Trillion Prize draw very concrete directions to answer the needs, aspirations, ambitions, and demands of this new generation of consumers.”

Deepak Parekh, Chairman, HDFC—
“Decisively, this is the most realistic and powerful portrayal of Chinese and Indian consumers. No company can shape its future without them. A brilliant guide to unlocking spectacular growth.”

Jim O’Neill, Chairman, Goldman Sachs Asset Management—
“This landmark book documents the rapid growth in consumer spending in China and India over the next ten years. It is an analytic tour de force and a rags-to-riches tale.”

About the Author
Michael J. Silverstein is the author of Trading Up and one of the founders of The Boston Consulting Group’s global consumer practice. Abheek Singhi is the leader of BCG's India consumer practice. Carol Liao heads BCG's China consumer practice. David Michael leads BCG's globalization practice.

Most helpful customer reviews

10 of 10 people found the following review helpful.
Paisa vasool
By B.Sudhakar Shenoy
During the last decade, several books have been written on the great economic potential of China and India, projecting them to be the engines of global economic growth of the twenty first century. Their huge population and a very low base of per capita income were indeed considered to be the very basis that would unleash unprecedented demand for all goods and services, to meet the needs of billions, thanks to the forces of global economic convergence.

While China opened up in 1979, India did so in 1991, and since then both these countries are marching ahead at great speed, in economic terms, compared to the rest of the globe. Global companies that had largely ignored these markets, suddenly realise that they need these markets very badly, not just for growth, but sometimes for their very existence in the transformed global market and value chain in the coming decades.

This book is an excellent work by BCG Consultants, based on in-depth research, feet on the ground approach to estimate the market size for goods and services in China and India in the current decade. As the title aptly says, the annual opportunity is $10 Trillion, by 2020. While China would account for $ 6.2 Trillion, India would be about $ 3.6 Trillion. Cumulatively it would exceed $ 60 Trillion for the decade.

To put this in perspective and to understand the opportunity, the lifetime consumption of a child born in India in 2009 would be 13 times that of his elder citizen born in 1960. This figure for China is a whopping 38 x.

The authors have done insightful analysis and excellent presentation of market segmentation based on per capita incomes of the super-rich, the growing middle class, the bottom poor, demographics, urban-rural consumption patterns, aspiration and key drivers that shape buying behaviour and the resultant demand.

Product sector analysis of how this huge demand would spread across different industry verticals - Food, Housing, Transport, Communication, Health care, Clothing etc., are discussed in detail.

The best part of the book is the finding and presentation that these countries need a very different kind of mind-set and business strategy to succeed. This means that mere replication of products and processes in the developed world are simply prescriptions for failure, for global giants in China and India. These countries need products that are ultra-low cost and multi functionality (called "paisa vasool" in India), innovative business processes and a frugal mind set. While western MNCs have highly advanced technologies and deep pockets and vast experience, reliance on their successful strategies in the West would be their proverbial Achilles heel in China and India.

Local competitors are Ambitious, Aggressive, Audacious and Adaptive to the hilt. These companies for example talk of 10x10, which means 10 times growth in 10 years, which might sound highly impossible and probably lunatic in the developed West. They have an Accelerator mind-set, and are PHD's (Poor, Hungry and Driven).

Scores of examples on strategies and case studies of successful local business giants as well as some western MNCs that have got the recipe right, is a reader's delight.

More than just the data on opportunity, this book presents the DNA for success in China and India.

To me, this book is absolute "Paisa Vasool", worth every penny, sorry, every paisa, since a penny can buy 55 paise at today's exchange rates in India. Penny is expensive in India. For real value, forget the penny and focus on every paisa. This concept is at the crux of this book.

In addition, I recommend the following books as essential reading to succeed in India.

1. " Reverse Innovation" by Vijay Govindarajan and Chris Trimble
2. "Getting China and India Right" by Anil K Gupta and Haiyan Wang,
3. "India Inside" by Nirmalya Kumar and Phanish Puranam

Outstanding work.

7 of 7 people found the following review helpful.
Interesting Read
By marksgill
The $10 Trillion Prize is clearly bullish on China and India, but the optimism is not unfounded. The authors present a wealth of data to back up their assertions about the growth potential of these two consumer markets. On top of that, there are numerous and colorful anecdotes, like the one about a woman farmer in China who built a new house with a two-car garage even though she didn't own a car yet. Just goes to show the ambitions and anticipated purchasing power of the rising middle class in these countries. Well worth a read.

5 of 5 people found the following review helpful.
Get closer to the Chinese and Indian Consumer
By David W Olsen
A must read to help you truly understand the rising Chines and Indian consumer and how to win their hearts and minds. The first book I've read on the subject that delves deep into the motivations, wants and needs of the rising middle class in those countries. A great way to get up to speed and learn how to capture your share of the $10 Trillion Dollar Prize.

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• Published on: 1600
• Binding: Paperback

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[Read by Tom Ziglar and Andy Andrews]
[Abridged Edition]

Plan to Win. Prepare to Win. Expect to Win.

Zig Ziglar's Born to Win, compresses four decades of life-changing tools and practices into one inspiring, concise, easy-to-use format for people who want to grow and improve the whole spectrum of their lives now!

Zig has always taught that ''You were born to win, but to be the winner you were born to be you must plan to win and prepare to win. Then and only then can you legitimately expect to win.'' Born to Win guides listeners through this plan-prepare-expect strategy. You will learn that when you have the hope that things can change, and a plan to make that change possible, you can take action.

Zig Ziglar's whole-person, balanced-living approach to life has inspired millions to enjoy good health, a new depth of love and gratitude for family and friends, financial security and independence, and spiritual peace of mind. His instruction on how to live a life that leaves no room for regret or worry is the starting point for a joyful, exciting, vibrant life. It is true that when you have prepared yourself to be the right kind of person, you can do what you need to do to expect success. When you truly understand that you were born to win, you can change the world!

• Sales Rank: #1334251 in Books
• Published on: 2012-01-24
• Formats: Audiobook, Abridged
• Original language: English
• Number of items: 4
• Dimensions: 6.00" h x 5.25" w x .50" l, .30 pounds
• Running time: 16200 seconds
• Binding: Audio CD

Review
''Zig Ziglar is the real deal, a life changer, an authentic voice in a wilderness of hucksters. Zig is a light, a mentor, and a model for millions.'' -- Seth Godin, Zig's number-one fan, Author of Do the Work: Overcome Resistance and Get Out of Your Own Way

''I've been listening to Zig Ziglar's teachings and reading his books since I was twelve years old. His influence and experience have permeated every business decision I've ever made, and I'm thrilled that Zig has poured all of his best insights into one book, Born to Win. This is absolutely a must-read for anyone in business or anyone who just wants a better life!'' --Dave Ramsey, Host of The Dave Ramsey Show, Best-selling author of The Total Money Makeover

''Buy Born to Win before your competition does! Imagine sitting at the feet of one of the greatest teachers of all time. Born to Win gives you that opportunity. Success defined from A to Ziglar. Born to Win; read to win!'' --Michael J. Maher, Author of (7L) The Seven Levels of Communication, America's most referred real estate professional, LinkedIn.com's most endorsed professional

''As he has for so many thousands of other people, Zig has positively changed my life. In this book he delivers to you, in concentrated form, the best of the best 'Ziglar Gold' that his entire family and team have created over the past forty years. Read it and be encouraged by the world's greatest encourager, Zig Ziglar, to have your life transformed!'' --Rory Vaden, Co-Founder of Southwestern Consulting and Author of Take the Stairs

''Zig Ziglar is one of a kind. My life -- and the lives of millions -- is better in every way because of the influence and example of this incredible man!'' --Andy Andrews, New York Times Best-selling author of The Traveler's Gift

''If I could recommend only two books to help you become more, do more, and have more, the first would be the Bible; the second is Born to Win. This masterpiece makes it clear why Zig Ziglar has been the world's great motivator for five decades.'' --Dave Anderson, President of LearnToLead Author of How to Lead by THE BOOK

About the Author
Author Bio:

ZIG ZIGLAR, world-renowned author and speaker, has an appeal that transcends barriers of age, culture, and occupation. Since 1970 he has traveled over five million miles across the world delivering powerful life-improvement messages, cultivating the energy of change. Mr. Ziglar has written twenty-nine celebrated books on personal growth, leadership, sales, faith, family, and success, ten of which have been on the bestseller lists. His books and tapes have been translated into over thirty-eight languages and dialects.

TOM ZIGLAR, CEO of Ziglar, Inc., not only shares a last name with his father, Zig Ziglar, he also carries on his philosophy: ''You can have everything in life you want if you will just help enough other people get what they want.'' Prior to being named CEO, Tom began his career in retail and direct sales. He joined the Zig Ziglar Corporation in 1987, learning every aspect of the business as he climbed from working in the warehouse to sales, seminar promotion, sales management, and then on to leadership. He is boldly taking Ziglar, Inc., into the world of social communities, Twitter, blogs, and live video webcasts to present the tried-and-true message of hope, integrity, and positive thinking to a whole new audience.

Reader Bio:

ANDY ANDREWS, hailed by the New York Times as a ''modern-day Will Rogers who has quietly become one of the most influential people in America,'' is an internationally known speaker and novelist whose combined works have sold millions of copies worldwide. He has been received at the White House and has spoken at the request of four different presidents. His second PBS special, Andy Andrews: The Traveler's Gift, has aired nationally to rave reviews.

Most helpful customer reviews

3 of 3 people found the following review helpful.
great book on personal development
By Joe
This book is well written and puts concepts like helping others in your personal life and professional life is the path to prosperity. Zig states that he became prosperous after finding God at 45 and that is not surprising. The bible, whether you believe or not has a lot of hints in it about how to lead your life, deal with tough situations, and gives examples of those who appear to have become successful through less that honorable acts. Napoleon hill said his philosophy has been around for thousands of years, he just put it down in his terms in a more modern way.
Another thing that was stated in this book that I appreciated was that you are not going to think positive for a week or two and change your life no different than going to the gym for a week or two will give you all the physical fitness you will need for the rest of your life. It is a continual effort to be better as you develop, just like physical exercise. This is why a seminar is a great way to kick start your better life but you must make it a habit...why a habit...because positive thinking is out the door as soon as some one cuts you off, or yells at you, etc. If you make it a habit, you don't have to worry about doing it consciously.
Good luck to you all and happy hunting finding everything that makes you have genuine happiness and success.

2 of 2 people found the following review helpful.
The most excellent book!
By D Runner
I read self-help and inspiration books regularly, but this book is clearly the best I have ever read. Zig's advice is so simple and compelling that it just impacted me in a way that I know will help me make changes in my life. To be fair - I am also a Christian so I can easily align with Zig's spiritual advice. But even if you are not a Christian I am sure that you will also be helped (and not offended by his Christian references). His Wheel of Life concepts are really powerful ways to measure where you are in life, but also shows you ways to make changes. I know I will go back and re-read this book and also visit his web site for more info.

This is the first Ziglar book that I have read and now I will seek out his other books too.

I highly recommend this book if you are looking to be inspired and motivated to make changes.

3 of 3 people found the following review helpful.
This is very motivational and is fantastic to share with children and teenagers
By Kate
This is very motivational and is fantastic to share with children and teenagers. My kids have benefited from it as much as I have. Zig is a wonderful soul with fantastic values that I wish we could share with everyone from school kids to mature adults.

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novel about Greek Gods and war and Mars

• Sales Rank: #2561095 in Books
• Published on: 2005
• Binding: Hardcover

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0 of 0 people found the following review helpful.
Better the second time around.
By BlueBird123
I remember being disappointed the first time I read this over ten years ago, but my expectations for Dan Simmons were a lot higher then. Since then; reading his books has turned into an ordeal. "The Terror", as an example, was just a boring waste which could have used an editor. I read reviews of his other books and they are not even at the level of "The Terror", so I assume he has really gone downhill and is just full-filling a contract with his publisher (I really don't know).

Olympos was the last "fun" book written by Dan Simmons ( in my opinion). The story has unresolved plot points, but I think the intention was to wrap those up in a 3rd sequel (which may never happen). The book is high adventure with fun characters and literary references. Quantum manipulation disguised as magic and divine power, wielded by ancient greek gods, monsters and characters from Shakespeare. As I already mentioned, some things just aren't explained, but Simmons either got burnt out, lost interest or there is/was supposed to be a sequel.

Simmons is probably the best SF writer out there when he is on point. The guy is higly intelligent plus he can write and tell a story. I hope he can rediscover his muse

11 of 12 people found the following review helpful.
Olympos is Readable, but not what I expected from Simmons
By RV
I thoroughly enjoyed Ilium and was very much looking forward to reading its sequel, Olympos. The worlds that Simmons constructed in Ilium were vivid, rich and exciting and knowing Simmons' work I was eagerly anticipating the grand finale. It never seemed to happen. Instead, Simmons seems to lose control of the story shortly after the book begins: while Olympos, like Ilium, contains many spectacular images and scenes, they just don't seem to fit together very well.

My biggest disappointment was that the book just left me unsatisfied. Olympos promises a lot: the origin of the Greek gods, the story behind Setebos, a final confrontation with Caliban, the purpose behind the Voynix (if you've read Ilium, you know what I mean), but it never seems to deliver the goods. Sure, you get some explanations, but they just seem banal and don't fit very well into a coherent story. This is not the grand Simmons style.

The book's conclusion just seems hurried or even lazy. Here is an example of a loose plot thread that people that have already read Olympos would understand: how did Noman get to Earth? The conclusion is riddled with such loose ends. It's almost as if Simmons was past his deadline and had to submit an unfinished manuscript.

So while this book has its moments, and it was mostly fun to read, as someone who really loves Simmons' work, I reluctantly have to give Olympos only 3 stars. If it were any other author, I would probably go as low as 2.

9 of 10 people found the following review helpful.
A real disappointment
By B. Talbot
I really enjoyed the first book (Illium). This book, while structurally similar (several stories going on in parallel), doesn't manage to be nearly as interesting, entertaining, or compelling. In this book, I found that the constant shifting from storyline to storyline kept me from getting too involved in any of the stories. And many of the characters are total cliches -- all the "higher powers" talk in unnecessary riddles, the evil creature feeds on pain, etc.

Although a lot of other reviewers complained about the author not tying up loose ends, the book is even worse when he DOES explain things. Most of the actions which really drive the plot (the actions of the gods especially, but also the actions of the post-humans and Prospero) make little to no sense. The reasons we are given for them acting are patently ridiculous. I don't think that the setting or "techology" of a sci-fi story needs to be believable, but the characters do. The main characters in this book are, but they end up being almost completely irrelevant to what happens in the book.

About half way through I had to force myself to keep reading. I was extremely annoyed when I was finished.

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While the need for a history of liberalism that goes beyond its conventional European limits is well recognized, the agrarian backwaters of the British Empire might seem an unlikely place to start. Yet specifically liberal preoccupations with property and freedom evolved as central to agrarian policy and politics in colonial Bengal.� Liberalism in Empire explores the generative crisis in understanding property’s role in the constitution of a liberal polity, which intersected in Bengal with a new politics of peasant independence based on practices of commodity exchange. Thus the conditions for a new kind of vernacular liberalism were created.

Andrew Sartori’s examination shows the workings of a section of liberal policy makers and agrarian leaders who insisted that norms governing agrarian social relations be premised on the property-constituting powers of labor, which opened a new conceptual space for appeals to both political economy and the normative significance of property. It is conventional to see liberalism as traveling through the space of empire with the extension of colonial institutions and intellectual networks. Sartori’s focus on the Lockeanism of agrarian discourses of property, however, allows readers to grasp how liberalism could serve as a normative framework for both a triumphant colonial capitalism and a critique of capitalism from the standpoint of peasant property.

• Sales Rank: #496192 in Books
• Published on: 2014-07-03
• Original language: English
• Number of items: 1
• Dimensions: 9.00" h x .75" w x 6.00" l, .0 pounds
• Binding: Paperback
• 288 pages

Review
"A careful and intelligent study." (American Historical Review 2016-02-01)

From the Inside Flap
"Few books have the potential to transform a single debate; fewer show, as Andrew Sartori does here, that transforming it demands a profound reconceptualization of much more. To understand the relationship of liberalism and empire is to reconsider the meaning of liberalism anywhere and everywhere, and to locate liberal theory not solely in Western books but also in the density of global life. Sartori's masterpiece of critical history is an instant classic."
—Samuel Moyn, author of The Last Utopia

"This is a wonderfully challenging and original history. The combination of theoretical ambition and historical rigor will ensure that this text will be a catalyst for academic debate for years to come."
—Robert Travers, author of Ideology and Empire in Eighteenth Century India: The British in Bengal

About the Author
Andrew Sartori is Associate Professor of History at NYU, author of Bengal in Global Concept History: Culturalism in the Age of Capital (2008), and coeditor (with Samuel Moyn) of Global Intellectual History (2013).

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• Sales Rank: #3653254 in eBooks
• Published on: 2015-09-28
• Released on: 2015-09-28
• Format: Kindle eBook

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• Sales Rank: #677742 in eBooks
• Published on: 2012-02-07
• Released on: 2012-02-07
• Format: Kindle eBook

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Smugglers and Saints of the Sahara describes life on and around the contemporary border between Algeria and Mali, exploring current developments in a broad historical and socioeconomic context. Basing her findings on long-term fieldwork with trading families, truckers, smugglers and scholars, Judith Scheele investigates the history of contemporary patterns of mobility from the late nineteenth century to the present. Through a careful analysis of family ties and local economic records, this book shows how long-standing mobility and interdependence have shaped not only local economies, but also notions of social hierarchy, morality and political legitimacy, creating patterns that endure today and that need to be taken into account in any empirically-grounded study of the region.

• Sales Rank: #1881111 in eBooks
• Published on: 2012-04-30
• Released on: 2012-04-30
• Format: Kindle eBook

Review
"The Sahara is neither a romantic land of luxury-laden camel caravans nor a vast empty darkness hiding the likes of al-Qa'ida. Judith Scheele's Sahara is the most dynamic 'space' in today's Africa, one brought alive by ceaselessly expanding and contracting human networks that invest in 'place' even as mobility defines 'community'. Scheele brings us into al-Khalil, the infamous Malian-Algerian-frontier trans-shipment centre where "men are men", virtue non-existent and 'family-loyalty' the definition of survival. She introduces us to the multi-national work teams of enormous transport trucks that criss-cross the desert with foodstuffs, cigarettes and cocaine, licit and illicit loads side-by-side, protected by always-present AK-47s. During sixteen months, Scheele - as itinerant as her informants - observed, questioned, interviewed; in sedentary moments, she accessed family-held Arabic documents revealing these contemporary 'business networks' to have deep historical, Islamic roots. Scholarship is impressive, arguments convincing; this is the book many who know the Sahara will wish they had written."
- E. Ann McDougall, University of Alberta

"Smugglers and Saints is a dynamic and informative book based on tireless multisite research in local and colonial archives and among long-distance entrepreneurs, dispersed families and itinerant communities. Scheele approaches Saharan truck stops and oasis towns as dynamic nodes dependent on constant interchange with other nodes that together form a web of 'Saharan connectivity'. This is a must-read for anyone interested in the region and in carrying out trans-Saharan fieldwork."
- Ghislaine Lydon, University of California, Los Angeles

About the Author
Judith Scheele is Post-Doctoral Research Fellow at All Souls College, Oxford University. She is a social anthropologist who has conducted extensive fieldwork in North Africa and the Sahel. She is the author of Village Matters: Knowledge, Politics and Community in Kabylia, Algeria (2009).

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For the first time, the book that I have ...
By Kindle Customer
For the first time, the book that I have been searching for foe 40 years. One of the families in this book is my husbands
's . For decades I have searched for more information on this subject and now I have finally found it. A very well researched and written book about the southern Sahara.

1 of 1 people found the following review helpful.
Breaks down the misconceptions and generalities into realities and fine details
By C P Slayton
Northern Mali and its neighbors have been favorites of social scientists for decades. The region has become even more popular given the inflated theses and divergent findings of scholars in every corner on the region's relationship with terrorism, or violent Islamist extremism. Granted, while Judith Scheele has set off to write a very interesting account of commerce trends and social cleavages in the region, she herself cannot refrain from her two cents on the "terrorism" debate either.

Scheele explores, through extensive travel, local archives and first-hand research, the trade networks of Northern Mali, Southern Algeria and parts of North/Western Niger. Scheele looks at the family lineages that dominated different networks, how monopolies on commerce changed hands through political and historical events and to what extent the religious establishments influenced the process.

Trade hubs in Algeria were often supported through Islamic zawiyas, or centers of learning. In the author's analysis, the zawiyas were not always Sufi affiliated. They were hubs with spokes reaching from city centers to austere trading posts and cross-border connections where religious knowledge flowed next to commercial systems. Family and zawiya influence were ways of dominating trade routes. The specific locations that the author describes in Algeria include: Alouef, the Ahaggar region, Tamanrasset, Timimoun, In Salah and closer to the Malian border; Bordj Badji Mokhtar, Timiaouine and Tin Zaouaten.

Prior to 1962, Scheele argues that Algerian families and networks dominated the region's trade where the "bilad as-Sudan" was the Algerian playground. Scheele exercises an attention-grabbing strategy in the books initial pages, however, describing the peculiar life in al-Khalil, Mali. Contrary to popular belief, the trade system was not connected by beautiful oasis gardens, lush with life in contrast to a scorching desert. Numerous cities in Northern Mali, Kidal and al-Khalil included, would barely exist apart from illicit border trade with Algeria. Al-Khalil is like a "Wild West" where decent women should never venture, morality is second to youth vigor, and where unsavory trader relations and Haram (forbidden) merchandise pragmatically support the harsh life of the competitive merchant.

Trade is a way of life. It does not have to be illicit or illegal but it is certainly contained in an area of gray corruption where border guards, road blocks and city police all find their delicate balance in the vast network. Trade relations and dominance of routes and goods evolved through two world wars, marriages, droughts, weather patterns and internal battles. The French colonizer enforced their own pragmatic agenda supporting slavery when "necessary" to provide the much needed work-force to maintain the water systems. It is even suggested that since the desert trade is built in loans and debts, the French colonizer could have "bought" the commercial rights by paying off dozens of debtors. It never did.

Learned Muslim scholars and judges, or qadis, were invaluable. Villages and local elders sought the assistance of qadis in order to institute shari'a rule of law and mediate water disputes and establish fair access to the limited resources overall. The legal registries still available for research are overwhelmed with water issues and pronouncements. The hierarchy that was established apart from the shari'a prescriptions were deeply intertwined with baraka, or blessings obtained from renowned religious figures, Sufi saints or otherwise. The regions inhabitants were no less spiritual or religious than other parts of Africa if practicing their beliefs in the context of ethnic diversity, linguistic stigmas and commercial competition. Special amulets could even be obtained in order to protect the smuggler.

The region, as the author explains, is stereotypically divided into Arab, white, non-Arab and black classes. Those who learned Arabic, and better yet, maintained a fluency in Arabic were often recognized as more virtuous than those who preferred or chose to maintain their non-Arabic mother tongue. The religious divides were much more fluid than simple color indications. Clothing was also an indicator not only of religious "piety" for some families but also of cultural identification, for others. The veil, or hijab, is interpreted as a religious requirement by the more Arab or non-black populations whereas the Soghay or Bambara of Mali retain their cultural turban and do not interpret the hijab in a religious fashion.

Judith Scheele has written a very important book for any researcher, explorer or political analyst of this region. The book is detailed and could be overly burdensome for those not familiar with the region at all. Finally, Scheele's "two cents" on terrorism in the region is that the reality is found somewhere in the middle between Jeremy Keenan's conspiracy theory of America's "land grab" and a pious sublime Islamic oasis of exotic desert commerce. There are political actors, familiar with the desert spaces who seek to manipulate the trade networks for their own personal aspirations.

The terrorist threat is overplayed. The Sahel is not an extremist homeland. The region's trade systems are currently dominated by the Kel Tamasharq, often generally labeled as "Tuaregs". Yet the Kunta, Soghay, Fulani, Hausa and Arab traders have all laid claim to one hub or spoke. In a place where religious observance is overly pragmatic and political connections easily manipulated it is very difficult to pin down a "map" of the region. Scheele is one of the few who has a shot.

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