ERIC Number: ED243989
Record Type: RIE
Publication Date: 1983
Reference Count: 0
Hispanic Business Agenda.
Coca-Cola USA, Atlanta, GA.
This is a corporate policy statement of the Hispanic business agenda of Coca Cola USA, and the results of a community survey conducted to inform that agenda. The statement outlines several areas of company policy as they relate to Hispanic Americans. These areas include regional marketing, promotion, and community relations strategies, a Spanish-language media program, management development programs for Hispanic Americans, community economic development linked to Hispanic-owned banks and other businesses, and the Coca Cola Hispanic education fund. The remainder of the pamphlet outlines results of a survey that was carried out to determine Hispanic attitudes and needs, as assessed by Hispanic business owners/managers, community leaders, and politicians, in five metropolitan areas: New York, Chicago, Los Angeles, San Antonio, and Miami. The survey is reported to have found that the Spanish language should be used to reach the Hispanic community; that education, job training, employment, and housing are dominant needs; and that major corporations are not considered responsive to local Hispanic community needs. Hispanic leaders frequently named as significant, and influential Hispanic organizations are also cited in the survey results. (GC)
Publication Type: Reports - General
Education Level: N/A
Authoring Institution: Coca-Cola USA, Atlanta, GA.
Identifiers: Coca Cola USA
Note: This sutdy was designed by the Cultural Communications Group and the field research conducted by the Strategy Research Corp.