INTRODUCTIONLeading Latino Style
BEYOND ITS CULTURAL INFLUENCE, Latino power will drive the American economic engine in this century. In 2017, Latinos will be the majority of the people entering the US workforce.1 They are the fast-growing small-business sector. US Latino spending power represents a trillion-dollar market and the eighth-largest gross national product in the world.2
On a more practical level, by the middle of this century, when Latinos become the dominant workforce, organizations will need to cultivate Latino talent and benefit from their dynamic work ethic. Companies who are part of the bilingual market economy will grow and prosper. The future success of organizations and businesses, then, is closely linked to the growing Latino ...
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