Publication

This paper uses the 2000 US Census data to examine the nature of the country's Hispanic population. Providing an introduction on the history and demographics of this large minority, the author details the dynamics and intricacies of this population's market strength and entrepreneurial force, with a particular emphasis on how established businesses are increasingly sub-segmenting their Hispanic-focused marketing and product campaigns based on such factors as length of time in the US and language proficiency. The paper concludes in noting the significant growth of the Hispanic community, its income, and its degree of business ownership, which is becoming an increasingly important force in the US economy, and to which other economic sectors are responding in kind.