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LATINIZATION AND THE LATINO LEADER BOOK

At the most prestigious Latina leadership conference in the United States, the National Hispana Leadership Institute annual conference, Marlene Gonzalez, President of Life Coaching Group and Cristina Benitez, President of Lazos Latinos launched a must read book titled "Latinization and the Latino Leader". 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. This book offers concrete recommendations for manageable, proactive methods to establish or enhance your business' framework in order to value, develop, and advance Latino employees at every level in your organization. It is published by Paramount Market Publishing, Inc, and it is now available at the publisher website: Paramount books and amazon.com.

Forty-five percent of the total population growth in the United States for the last seven years has been Latinos, a growth that has created a massive new consumer base for American businesses. Within this population is an untapped pool of potential employees to appeal to that base, a Latino labor force expected to exceed 26 million by 2016. The future success for American corporations, government, and non-profit organizations are dependent on how they appeal to this population both as consumers and as employees.