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Taking the reader on a tour of the fast changing East, Simpfendorfer urges the business world to respond by planning for the unexpected. Now that the East has secured its role as a powerful player on the world stage, The Rise of the New East provides simple business strategies for dealing with an increasingly complex global environment.

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1. The Rise of the East´s Middle Class 2. The End of "Made in China" 3. Tapping into the Muslim Market 4. Bollywood Stars and Indonesian Punk Rock 5. China Goes Global, Again 6. Small Trucks and Big Planes 7. The East´s Uncertain Urban Future 8. A Water and Energy Nexus 9. Conclusion

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´Simpfendorfer gives his topic a thorough treatment. His insights give an impressive oversight into key trends shaping the region a combination of anecdotes, personal travel tales, and a lot of statistics in a book that is easy to read´ -Financial Times beyondbrics

"A canny snapshot of a sprawling, kaleidoscopic and ever growing marketplace...Simpfendorfer writes with vibrancy and enthusiasm" -Kirkus

"The Rise of the New East presents insightful and thought-provoking views of the business opportunities and challenges in the vast markets of Asia. The book provides compelling evidence, using fascinating and fun real-world stories from the author´s wide experience in Asia. Key reading for anyone who wants to understand the changing dynamics in the markets of the East."

- Frank Newman, former Deputy Secretary of the U.S. Treasury Department, former CEO of Bankers Trust, and former CEO of Shenzhen Development Bank, China

"Ben is a thorough and totally involved observer of matters Eastern with an ability to articulate his thoughts clearly both orally and, as in this case, in a totally unstuffy, readable and informative book. A tireless traveler with an enquiring economist´s mind, he shines because of his ability to cross cultural and language barriers with an ease I have yet to find in others."

- David Eldon, former Chairman of HSBC Asia Pacific

"No one is better qualified or more engaging than Ben Simpfendorfer to describe, analyze and explain the stunning rise and turbulence of the ´New Asia´. While engaging us with great stories, Ben nevertheless avoids the temptation to simplify what is inherently complex: his deep appreciation of economics, culture and politics stretching from China to the Arab world informs his analysis with powerful subtlety and insight. For anyone who cares about the shape of the next 20 years, this is required, and rewarding, reading."

- Teresa Barger, CEO and CIO, Cartica Capital and co-Founder of the Emerging Markets Private Equity Association (EMPEA)

"Though the theme of The Rise of the New East is rapid change in Asian market dynamics, there is one clear constant: Ben Simpfendorfer remains the best guide and analyst to the mega-region stretching from Shanghai to Riyadh. This book embraces complexity rather than ignoring or over-simplifying it. Essential reading for the rebalanced world."

- Parag Khanna, author of The Second World: How Emerging Powers are Redefining Global Competition in the 21st Century

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