Latinization and the Latino Leader: How to Value, Develop, and Advance Latino Professionals

by Christina Benitez, Marlene González

Overview

With the growth among the Hispanic population of consumers as well as Hispanics in the workforce, American companies need to evaluate how well they are integrating Latinos into management positions.

Latinization and the Latino Leader provides expert data and counsel on why it is important to a company's bottom line to develop their Latino workforce and prepare them for management positions.

The book discusses the cultural differences that may keep Latinos from pursuing management positions as well as the stereotypes that may be emanating from the corporate culture to discourage Latino employees.

Product Details

BN ID:	2940012207517
Publisher:	Paramount Market Publishing, Inc.
Publication date:	03/04/2011
Sold by:	Barnes & Noble
Format:	eBook
File size:	740 KB

About the Author

Marlene González, is founder and president of Life Coaching Group LLC.
She is a leader in the cutting edge industry of executive coaching, consulting, and training. Her organization is dedicated to “developing leaders as a catalyst for corporate growth and a source of intellectual capital.” Her client list includes government, non-profit, educational institutions, and Fortune 500 companies. She supports them in areas such as multicultural leadership, gender equality, and women’s empowerment, mentoring, and coaching programs, career development, wellness revolution, managing cultural differences, and building cross-cultural teams. She serves on multiple boards and non-profit organizations, including as a board member for National Council of La Raza, National Hispana Leadership Institute, and the National Louis University. Her company’s website is: www.lifecoachinggroup.org.
Cristina Benitez is an Hispanic market specialist. For nearly three decades, she has developed a wide range of branding and marketing programs that target the growing Latino population in the United States. In 2010 she was appointed Director of Latino Media and Communication, an undergraduate and graduate program, at DePaul University in Chicago. She is also an entrepreneur and in 1998 founded Lazos Latinos, a specialty Hispanic, strategic branding and advertising company based in Chicago.
Formerly senior vice president of ethnic marketing at Draft-Worldwide, Ms. Benitez directed Hispanic direct marketing campaigns for Sprint, AARP, PacifiCare, HFC and Miracle-Ear. While at Draft, she spearheaded Dimensión Draft, the agency’s nationally recognized study on Hispanics and direct marketing. This research was the first of its kind to examine direct opportunities targeting Hispanic consumers. Cristina’s prior Hispanic advertising experience was VPAccount Services at FOVA, Grey Advertising’s Hispanic agency in New York. In this capacity, she introduced many products into the Hispanic market such as Cover Girl, Pantene, Kraft General Foods, and Dannon Yogurt among others.
In 2005 Ms. Benitez’s company, Lazos Latinos, added “Latinization” to help Fortune 500 companies understand and develop their Hispanic employees.