Business Consulting in a Multicultural America by Thaddeus SpratlenBusiness Consulting in a Multicultural America by Thaddeus Spratlen

Business Consulting in a Multicultural America

byThaddeus Spratlen, Leslie Lum, Detra Y. Montoya

Paperback | October 26, 2015

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Business Consulting in a Multicultural America, a revised and expanded edition of the popular Multicultural Marketing and Business Consulting, provides a comprehensive, multidisciplinary, and multicultural approach to business strategy and consulting. It emphasizes a diverse customer focus to strategic thinking and problem solving. Readers are presented with the concepts, tools, and techniques that reflect global best practices for fledgling businesses. The book helps students, business owners, and managers identify and formulate solutions that improve business performance and achieve social responsibility goals in an increasingly multicultural marketplace.

Thaddeus Spratlen is professor emeritus of marketing at the University of Washington and a leading expert on multicultural marketing and business assistance for urban enterprises. Leslie Lum has worked for a Fortune 100 company, a global bank, and as a manager of a retail start-up. Detra Y. Montoya is clinical professor in the W. P. Ca...
Title:Business Consulting in a Multicultural AmericaFormat:PaperbackDimensions:260 pages, 11 × 8 × 0.5 inPublished:October 26, 2015Publisher:UNIVERSITY OF WASHINGTON PRESSLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0295994975

ISBN - 13:9780295994970

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Table of Contents


1. StrategyAbout This ChapterAfter Studying This ChapterStrategic Planning in Small BusinessesRole of Strategic Planner Small Business Strategic Planning Strategies Porter?s Competitive Strategies Growth Strategies Sustainability and Exit Strategies Tools for Strategic Analysis Porter?s Five Forces Core Competency Value Chain SWOT Analysis PESTLE Analysis The Business Model Case Study 1 / Readapt Systems Strategy for Exponential Growth Discussion

2. Consulting, Teaming, and Project ManagementAbout This Chapter After Studying This Chapter Nature of Emerging Business Consulting Entry Business Case Contracting Data Collection and Analysis Data Collection Integration/Synthesis Inferences/Relationships Business Decisions and Actions Metrics Follow-Up EvaluationTeaming High-Performance Teams Team Development Forming Stage Storming Stage Norming Stage Team Roles Cultural Considerations in Teaming Divergent Thinking Performing Stage Teaming Postscript Project Management Project Mission Project Goals and Objectives Project Scope Project Team Knowledge Management Project Plan Project Management and Control Dealing with Problems Project Close Mentoring Creating the Action Plan Focus on Key Issues Prioritize Findings and Analysis Compile the Action Plan Describe Action Steps Follow Up Discussion

3. Multicultural MarketsAbout this Chapter After Studying This Chapter Multicultural Markets Multicultural Marketing Context of Multicultural Markets Multicultural Population Growth Multicultural Purchasing Power African Americans Demographics Geographics Other Factors Purchasing Power Media Hispanic Americans Demographics Immigration Geographics Other Factors Purchasing Power Media Asian Americans Demographics Immigration Geographics Other Factors Purchasing Power Case Study 2 / Northwest Asian Weekly Media American Indians and Alaska Natives Demographics Geographics Other Factors Purchasing Power Media Native Hawaiians and Pacific Islanders Multiple Race Lesbian, Gay, Bisexual, and Transgeder (LGBT) Culture and Markets Discussion

4. Multicultural EntrepreneurshipAbout This Chapter After Studying This Chapter Minority Businesses, Other Small Enterprises, and Nonprofits Most Small Businesses Want to Stay Small Businesses with No Employees Employer Firms Gazelles, or High-Impact Firms Sources of Capital African American Businesses Case Study 3 / Retail Lockbox Hispanic Businesses Asian Businesses American Indian and Alaska Native Businesses Women-Owned Business Enterprises Veteran-Owned Businesses Native Hawaiian and Pacific Islander-Owned Businesses Nonprofit Organizations Discussion

5. Marketing Analysis and StrategyAbout This Chapter After Studying This Chapter Segmentation, Targeting, and PositioningMarket Segmentation Targeting and Positioning Consumer Decision-Making Process Using the Marketing Mix Product Pricing Place/Distribution Promotion Customer Relationship Management Customer Value Proposition Customer Share Customer Lifetime Value Social Customer Relationship Management, Online Marketing, and Social Media Creating a Web Presence Case Study 4 / Bunky Boutique Search Engine Optimization Social Media Maintaining the Website Marketing Discussion

6. Research and Data GatheringAbout This Chapter After Studying This Chapter Research Process Does the Research Meet the Objective? What Information Is Needed? Are Secondary Data Available? What Methods Will Be Used to Collect Data? What Are the Breadth and Accuracy Required? Who Are the Users of the Research? What Are the Costs and Benefits of the Research? What is the Value Added? Secondary Research Budgeting Time Using the Library Effectively Evaluating Research Consumer Data Competitive Information Small Business Industry or Trade AssociationsSocial Media Primary Research Preliminary Research Refine the PurposeWho Is to Be Surveyed? What Do You Need to Know? Type of Survey Formulating the Questions Ordering the Questions Pretest the Survey Evaluate the Research Process Service Firm Surveys Checklist for Conducting a Survey Qualitative Research Focus GroupsOne-on-One In-Depth Interviews Case Study 5 / Explorer West Middle School Ethnographic Studies Observational Studies Discussion

7. Business ProcessesAbout This Chapter Relationships Between the Balanced Scorecard and Business Process Analysis After Studying This Chapter The Balanced Scorecard Small Business Adoption of Technology Business Process Management Who Are the Customers and What Do They Value? Target the Critical Processes Who Owns the Process? Case Study 6 / Soul CarrierOther Methods of Business Process Analysis Service Blueprint Discussion Case Study 7 / Flowers on 15th

8. Accounting and Financial Analysis About This Chapter After Studying This ChapterAccounting Analysis Setting Up Accounting Systems Order Processing and Fulfillment Purchasing Disbursement Cycle Financial Analysis Income Statement Analysis Balance Sheet Analysis Cash Flow Analysis Accounting and Financial Metrics Financial Projections Case Study 8 / Green Cleaning Seattle Payback Period Net Present Value Return on Investment Internal Rate of Return Sensitivity Analysis Financial Plan for a New Business Opportunity Breakeven Analysis Cost-Benefit Analysis Benchmarking Discussion

Epilogue | The Final Client Oral Presentation and Written Report About This Epilogue After Studying This Epilogue Preparing for the Final Presentation and Report Developing Effective Findings and Recommendations Prioritizing Recommendations The Action Plan Measuring Results Communicating Results The Presentation The Final Report Display of Data Suggested Elements of the Final Report Style, Layout, and Presentation Discussion Index

Editorial Reviews

In today's economy it is widely recognized that the size and growth of multicultural populations are closely linked to successful marketplace performance of business on a national level, and especially in urban communities. This book combines business case studies, theory, historical context, policy implications, statistical data, and financial management concepts to provide students a full range of information and tools to address issues of how businesses can effectively reach multicultural markets in urban areas and beyond - Jerome Williams, Prudential Chair in Business and research director of the Center for Urban Entrepreneurship and Economic Development, Rutgers Business School, Newark and New Brunswick