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Article
Publication date: 1 February 1992

Michael Minor

Notes that the rise in the US Hispanic population has attracted alot of interest in the marketing of products to them. Summarizes thattraditionally marketers have viewed Hispanics

Abstract

Notes that the rise in the US Hispanic population has attracted a lot of interest in the marketing of products to them. Summarizes that traditionally marketers have viewed Hispanics as a distinct marketing segment. Examines studies of Hispanic consumers and suggests that differences between Hispanic and non‐Hispanic consumers are in reality quite small. Recommends that customer segmentation methods not based on ethnicity have as much chance of success as “Hispanic‐oriented” methods.

Details

Journal of Services Marketing, vol. 6 no. 2
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 26 April 2013

Nataly Blas

Purpose ‐ The purpose of this article is to highlight and describe information resources on Hispanic marketing for practitioners and scholars in the field – as well as librarians…

Abstract

Purpose ‐ The purpose of this article is to highlight and describe information resources on Hispanic marketing for practitioners and scholars in the field – as well as librarians collecting resources in the Communication and Business subject areas. Design/methodology/approach ‐ This article provides an overview of Hispanic marketing resources that were published within the last ten years. A few key sources on Hispanic culture and Hispanic statistics are included for a holistic picture of the Hispanic impact in the US consumer market. Findings ‐ The paper reveals that marketers and advertisers are keeping a close eye on the Hispanic consumer market as the Hispanic population in the US continues to increase. Yet, there are few scholarly sources examining and discussing Hispanic marketing communication. Originality/value ‐ With only a handful of information sources on Hispanic marketing communication, it is eminent to get scholarly research that teaches our future generations of marketers to conduct leading research and serve as an innovative resource for the Hispanic marketing industry.

Article
Publication date: 1 March 2004

Eric J. Romero

The United States has experienced a dramatic increase in the Hispanic population. This study is designed to discover the extent to which Hispanics have acculturated into American…

1583

Abstract

The United States has experienced a dramatic increase in the Hispanic population. This study is designed to discover the extent to which Hispanics have acculturated into American socieity. The results indicate that there is a significant difference between Euro‐Americans and Hispanic Americans in terms of ethnic identity. It seems that Hispanics have not fully acculturated into American culture. Implications for management are suggested regarding relevant organizational issues that are unique to Hispanics in the workforce.

Details

Cross Cultural Management: An International Journal, vol. 11 no. 1
Type: Research Article
ISSN: 1352-7606

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Book part
Publication date: 17 September 2012

John Kromkowski

Purpose – This chapter frames the horizon of inquiry intended by this conference on the Hispanic Presence in the Washington region. It presents social theory related to the…

Abstract

Purpose – This chapter frames the horizon of inquiry intended by this conference on the Hispanic Presence in the Washington region. It presents social theory related to the formation of new types of community substance in immigrant receiving countries called ethnicities, especially in American metropolitan regions.

Findings – This synthesis of approaches to intergroup relations and account of changes in the collection of data regarding urban ethnicity frame a new research agenda.

Practical implications – This chapter proposes new horizons for regional studies and ethnicities. It addresses metropolitan governance, especially relationships among persons, groups, and cultures in regions that lack representation and institutions for political development. The web-based data sets and recommended readings provide sources that quantitatively and qualitatively deepen insight into the Hispanic presence in the country and in various metropolitan regions. Along with another forthcoming collection on the history, politics, and architecture of Washington, DC, this work catalyzes research to enable teaching and service related to the metropolitan region surrounding the federal district.

Social implications – This chapter includes models of action-oriented research that engage ethnic groups in coalition building and that test the viability of Hispanicity as a social-cultural development model.

Originality/value of chapter – This chapter blends social theory with community-based practices. It broaches substantive questions about appropriate scales of social analysis and ethnicity as interrelated dimensions of research and practice the government created data sets and places called metropolitan regions. It elaborates a new, fundamentally regional model that is unlike, but not opposed to, the country-wide focus of ethnic group advocacy and interest groups.

Details

Hispanic Migration and Urban Development: Studies from Washington DC
Type: Book
ISBN: 978-1-78052-345-3

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Book part
Publication date: 4 December 2003

Craig S Galbraith, Curt H Stiles and Jacqueline Benitez-Bertheau

Enclave development is a common theme underlying much of the current thought regarding ethnic entrepreneurism, and particularly entrepreneurial behavior among recent immigrants…

Abstract

Enclave development is a common theme underlying much of the current thought regarding ethnic entrepreneurism, and particularly entrepreneurial behavior among recent immigrants. Historically, ethnic enclaves are described as having certain necessary characteristics (Portes, 1998; Portes & Bach, 1985; Waldinger et al., 1990), such as co-ethnic spatial concentration or agglomeration, a co-ethnic social and support network, a co-ethnic capital market, an intra-ethnic market trading structure (e.g. Dyer & Ross, 2000), and uniqueness of co-ethnic customer preferences and personalized services (e.g. Peterson & Roquebert, 1993). Current theory suggests that aspiring immigrant entrepreneurs and existing ethnic businesses alike can take advantage of the market and social cohesiveness offered by an established enclave, ultimately reducing the various transactions costs associated with doing intra-enclave business (Knack & Keefer, 1997). As Light (1998) argues, the key connection between social capital and ethnic entrepreneurship is the efficient use of ethnic resources to support the creation and survival of businesses in the community. While some characteristics of ethnic enclaves, such as co-ethnic agglomeration and social networks, have been extensively investigated by sociologists, regional economists, population ecologists, and entrepreneurship researchers, other enclave characteristics, such as the inter and intra-enclave market trading behaviors have been recognized, but less researched (Dyer & Ross, 2000; Galbraith et al., 2003).

Details

Ethnic Entrepreneurship: Structure and Process
Type: Book
ISBN: 978-1-84950-220-7

Book part
Publication date: 1 January 2006

Anna Marie Guerra

For centuries, the Hispanic population has been proving itself as an emerging majority in the United States. The United States census shows that the Hispanic population more than…

Abstract

For centuries, the Hispanic population has been proving itself as an emerging majority in the United States. The United States census shows that the Hispanic population more than doubled from 1970 to 1980 and from 1980 to 1990. However, despite these data, libraries have not adapted their library services to meet the needs of this population, despite their knowledge that Hispanics do not feel welcome in libraries. Authors from 1970 to 2001 have highlighted the long-standing problem of Hispanic under-utilization of libraries and have provided recommendations for the library community regarding adapting their services in a culturally sensitive manner. Despite these publications, there is still literature in 2001 reporting that Hispanics do not feel welcome in libraries. The purpose of this study is to examine the current status of three facets of librarianship: (1) outreach efforts to Hispanics; (2) specialized training for Hispanics in bibliographic and information literacy; and (3) current attitudes of Hispanics toward public libraries.

Details

Advances in Library Administration and Organization
Type: Book
ISBN: 978-0-7623-1410-2

Book part
Publication date: 6 September 2019

Jennifer Zarzosa

As Hispanic American women’s businesses continue to grow in the USA, there is a greater need to understand success factors relevant to these women entrepreneurs. In this chapter…

Abstract

As Hispanic American women’s businesses continue to grow in the USA, there is a greater need to understand success factors relevant to these women entrepreneurs. In this chapter, I explore the market access and reach of Hispanic American women entrepreneurs. In doing this, I take into consideration issues of (1) collectivist orientation, (2) level of acculturation, and (3) social network size and composition (strong versus weak ties). The various combinations of these issues enable go-to-market strategies that will likely need to be customized to meet the needs of different groups of Hispanic and non-Hispanic consumers.

Details

Go-to-Market Strategies for Women Entrepreneurs
Type: Book
ISBN: 978-1-78973-289-4

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Book part
Publication date: 18 August 2011

Carmen L. Suárez-McCrink

In this second decade of the 21st century, Hispanic women in academia continue to lag behind their White counterparts; namely, U.S. Department of Education 2003 data revealed that…

Abstract

In this second decade of the 21st century, Hispanic women in academia continue to lag behind their White counterparts; namely, U.S. Department of Education 2003 data revealed that 1.8% Hispanic women occupied administrative or executive posts at doctoral research universities in comparison with 3.7% of White women (Evans & Chun, 2007). Undoubtedly, Hispanic women administrators in higher education represent the faces of gender and ethnicity and, above all, they are instrumental in facilitating career paths for present and future generations of Hispanic students. Toward this end, this review of literature will provide a framework for the discussion of women's leadership practices and administrative roles, in relation to a number of salient factors, which include Hispanics as a group and prevailing ideologies surrounding this ethnic group; differences among the various Hispanic groups including trajectory and language; self-efficacy as a construct and its relationship to ethnicity and culture; women and the hidden curriculum phenomenon; Discourse theory and sociocultural mechanisms.

Details

Women of Color in Higher Education: Turbulent Past, Promising Future
Type: Book
ISBN: 978-1-78052-169-5

Book part
Publication date: 9 November 2009

Brian Duncan and Stephen J. Trejo

Using microdata from the 2000 US Census, we analyze the responses of Mexican Americans to questions that independently elicit their “ethnicity” (or Hispanic origin) and their…

Abstract

Using microdata from the 2000 US Census, we analyze the responses of Mexican Americans to questions that independently elicit their “ethnicity” (or Hispanic origin) and their “ancestry.” We investigate whether different patterns of responses to these questions reflect varying degrees of ethnic attachment. For example, those identified as “Mexican” in both the Hispanic origin and the ancestry questions might have stronger ethnic ties than those identified as Mexican only in the ancestry question. How US-born Mexicans report their ethnicity/ancestry is strongly associated with measures of human capital and labor market performance. In particular, educational attainment, English proficiency, and earnings are especially high for men and women who claim a Mexican ancestry but report their ethnicity as “not Hispanic.” Further, intermarriage and the Mexican identification of children are also strongly related to how US-born Mexican adults report their ethnicity/ancestry, revealing a possible link between the intergenerational transmission of Mexican identification and economic status.

Details

Ethnicity and Labor Market Outcomes
Type: Book
ISBN: 978-1-84950-634-2

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