October 6, 2005
Co-op Book Launch Celebrates Mahajan’s Latest Work

In celebration of Vijay Mahajan’s newest book, “The 86 Percent Solution: How to Succeed in the Biggest Market Opportunity of the Next 50 Years,” the University Co-operative Society held a book launch Oct. 4 at the Campus Club.

“A publication of a major book like this is always something to celebrate,” President Faulkner told the audience of about 60 people, including McCombs School Dean George Gau, UT’s Vice President for Research Juan Sanchez, several city council members, staffers from Senator John Cornyn’s office, the Asian Chamber of Commerce, and Mahajan’s daughter, Geeti.

“It’s always a delight to interact with Vijay as a colleague and a friend,” Dean Gau said. “This book was a great idea. It’s not only good for business researchers, but it’s also important for society to pay attention to.”

“The 86 Percent Solution” discusses how most global businesses focus on selling their products to the wealthiest 14 percent of the world’s population. However, this market is oversaturated, competitive, and aging. The book shows how to unleash new profits and growth by serving everyone else.

It’s amazing to believe that 86 percent of the population lives in developing countries—this is a huge market, Mahajan said. “The book doesn’t have all the answers, but I do hope academics and practitioners will think about what a huge opportunity is out there,” he said.