CMO perceptions of Multicultural Talent Opportunities.

The vast majority of firms have a multicultural marketing function and recognize the importance of multicultural marketing to their business. However, executives aren’t satisfied with their multicultural marketing business performance. Executives feel that hiring Latino talent is difficult, and they are split on whether or not it takes a Latino to market to a Latino.

– Many don’t even have an understanding of the size of the multicultural opportunity for their business

– Many also feel they aren’t effectively organized to go after the multicultural opportunity

– The Latino opportunity is perceived as the biggest opportunity (significantly higher than both African American and Asian)…

– Executives feel that the investment they make on the Latino opportunity is warranted

– However, only one-third feel they are obtaining the required return

– Many feel they don’t have the organizational capability to effectively market to Latinos; despite having increased their investment in Latino focused marketing talent

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