Comparing the Hispanic and non-Hispanic markets: how different are they?
The market orientation of Hispanic and non-Hispanic consumers was studied. There was an impression that marketing to Hispanics requires distinct marketing methodologies. Two studies on the market preferences of Hispanics and non-Hispanics conducted in the 1980s and 1990s were analyzed. The first studied brand loyalty while the second was about attitudes on choosing legal services. Both studies indicated that the differences of market expectations between Hispanics and non-Hispanics were small. It was, however, suggested that marketing strategies aimed at the Hispanic market are likely to be more successful than those that did not take into account ethnicity.
Publication Name: The Journal of Services Marketing
Readability of annual reports: Western versus Asian evidence
Corporate annual reports contain vital information that tells shareholders and otherinterested parties about companys' current financial status, but research has consistently shownthat annual report narrative is beyond the comprehension of most of the adult population. Astudy of the readability of the English sections of 32 randomly selected Hong Kong annualreports, using the Fog, Flesch and Lix readability formulae, shows that fluent comprehension islimited to just 10% of Hong Kong adults. Details of the study are presented.
Publication Name: Accounting, Auditing and Accountability
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