Hispanic Economics

No one speaks with greater authority

For more than 20 years, Louis E. V. Nevaer has been recognized as one of the nation’s leading authorities on Hispanics and Latinos in the United States.  No other business leader has written as many books on Hispanic consumers as has Nevaer.  These are some of the critically acclaimed books that remain among the more influential and groundbreaking discussions and analyses of Hispanics and Latinos.

Managing Hispanic and Latino Employees: A Guide to Hiring, Training, Motivating, Supervising, and Supporting the Fastest Growing Workforce Group

Hispanics are the largest minority group and the fastest growing demographic in the United States. But their supervisors are often non-Hispanics who do not understand how they see the business world and so are not able to work with their Hispanic employees effectively.  Drawing on his own ethnic background and years of experience as director of the organization, Hispanic Economics, Louis Nevaer identifies three overarching concepts that inform Hispanic culture and that often result in behaviors and beliefs very different than, and sometimes seemingly at odds with, those of non-Hispanics. Using a wealth of specific examples, Nevaer shows how an awareness of the importance of these concepts can help managers create a welcoming work environment, increase productivity and employee engagement, and develop a dynamic and committed Hispanic workforce. As Hispanics become an ever-larger segment of the workforce, organizations who fail to make them feel welcome and valued risk losing access to a significant source of talent and innovation.

“An excellent resource for HR professionals looking for ways to fully utilize the
knowledge, skills, talents, and abilities of each employee in today’s increasingly
complex workplace.”
—      Vaso Perimenis Ekstein, Vice President, Human Resources, Winston-Salem Market, Novant Health

“There is, quite simply, no better manual for understanding how best to manage
Hispanic employees in the United States.”
—      Robert Coleman, Director of Total Rewards and Accountability, SVB Financial Group

“Intelligent, thorough, and compelling. The Hispanic demographic tidal wave is here,
and this book allows managers a lifeline to the new realities.”
—      Rose Castillo Guilbault, Vice President, Corporate Communications and Public Affairs, AAA of Northern California, Nevada and Utah

The Rise of the Hispanic Market in the United States: Challenges, Dilemmas, and Opportunities for Corporate Management

Not only are Hispanics the largest minority group in the United States, but Mexico is fast becoming our major trading partner, surpassing even Japan. In fact, the U.S. now has the fourth largest Spanish-speaking population in the world, after Mexico, Spain, and Argentina. How has this demographic group transformed the U.S. into a bi-lingual nation within the span of a generation? Why do Hispanics resist assimilation and insist on speaking Spanish in public life? And how can businesses effectively reach the emerging Hispanic consumer market with its estimated purchasing power of USD1 trillion by 2010? These questions constitute the single-most important marketing challenge for corporate America in the twenty-first century. This book examines the Hispanic worldview and how it informs people's economic decisions, both in the United States and across North America. It challenges the viewpoint that American culture will soon dominate its NAFTA trading partners, looks carefully at the market for Hispanic goods in the U.S. and the market for our goods throughout the Spanish-speaking world, and shows how marketers are now reaching the Hispanic community domestically.

It is not enough to know that AMAs are Americans of Mexican Ancestry or that Generation Ñ refers to bilingual/ bicultural youths -- not when Hispanics represent a $600 billion consumer market and an increasingly potent political force. Louis Nevaer is an insider's insider, an hombre de confianza who understands the broad impact that Hispanics will have on North America during NAFTA's second decade. The Rise of the Hispanic Market in the United States is a useful guide to the future of the American continent. -- Anthony DePalma, New York Times correspondent and author of Here: A Biography of the New American Continent

This book is must reading for any enterprise launching Hispanic marketing initiatives. More than a primer, it provides an in-depth, sociological understanding of key influences that drive Hispanic consumer behavior. -- Rose del Castillo Guilbault, Vice President, Corporate Affairs, California State Automobile Association (CSAA), and former Editorial and Public Affairs Director, ABC-TV San Francisco

HR and the New Hispanic Workforce: A Comprehensive Guide to Cultivating and Leveraging Employee Success

The growing influence of Hispanics in the workforce has taken on a new urgency: considered by many HR experts to be one of the most significant challenges facing corporate America today. With a wealth of research and best-practice examples from corporate America's elite, these expert authors deliver both the strategies and the hands-on tools-detailed checklists, sample questionnaires and forms, and a helpful summary at the end of each chapter-to address such key issues as the increasing use of Spanish in the workplace; the need for quantitative tools for performance reviews; the need for new recruitment strategies; and benefit program changes that take into account the differing experiences, values, and needs of Hispanic workers.

“The ascendance of Hispanics throughout the American workforce challenges HR professionals to identify, recruit, cultivate and promote Hispanics throughout their organization -- Now that challenge can be met with confidence.  This is an indispensable book, a tour de force, which empowers HR professionals throughout Corporate America to understand how Hispanics are transforming the dynamics of the American workplace,” Robert Coleman, Director of Total Rewards & Accountability, SVB Financial Group

NAFTA'S Second Decade: Assessing Opportunities in the Mexican and Canadian Markets

This insightful analysis of the first 10 years of the North American Free Trade Agreement (NAFTA) offers a valuable assessment of the opportunities — as well as the potential perils — that lie ahead. Nevaer presents five industries (construction, financial services, energy, education, and environmental) with significant opportunities for growth in NAFTA's second decade and strategies to realize their potential. As NAFTA moves into its second decade, corporate America must take measure of the $1 trillion in market opportunities. Detailing NAFTA’s past impact on and future potential for the North American neighbors, this book provides an excellent tool for developing and implementing corporate strategies as the North American economies integrate more fully during NAFTA’s second decade.

This timely book is a landmark -- at last a complete and even-handed treatment of the NAFTA.  Louis Nevaer puts the complex, often emotional issues into solid, well-ordered perspective, eschewing hyperbole and political stance.  His keen analysis of the opportunities for the next decade is firmly grounded on fully documented, comprehensive research.  Seldom is scholarly work so entertaining and fast-paced.  Nevaer is a must-read for North American business executives and policy wonks. -- John Schick, Managing Partner, Mexico Consulting Group, San Francisco, California

As Nafta enters its second decade, it will be imperative for Latino-owned businesses to take advantage of the extensive untapped opportunities available in Mexico in infrastructure, energy development, financial markets, and consumer markets, and Louis E.V. Nevaer's comprehensive book will help you do just that. -- George Herrera, President & CEO, United States Hispanic Chamber of Commerce

The Hispanic Manifest Destiny: How the United States Will Become a Latin Nation in the Twenty-first Century

At a time when Hispanic ascendance is creating a political storm in the United States, this new book argues that it is the destiny of the areas of the United States that were once part of New Spain to revert back to a Hispanic identity. That Hispanics have now displaced African-Americans as the nation's largest minority forever shatters the black-white nature of American race relations, and Hispanics are the socioeconomic force that will shape America’s identity in the twenty-first century.  Is the United States destined to become a Latin American nation this century?  Yes, argues Louis Nevaer.  “If in the nineteenth century it was the Manifest Destiny of the United States to expand across the continent, from East to West, in a procession of certainty and efficiency, sweeping aside scores of Native American nations, launching a war of conquest against Mexico, and forever limiting the ambitions of the Russians for the northwestern vastness of North America, it is in the twenty-first century that Hispanics will take their rightful place in the hemisphere, in a march from South to North, dominating the New World in its entirety as first envisioned by Pope Alexander VI in 1494.”

“Nevaer’s essays  –  one on Hispanics’ “manifest destiny,” another on the “virtues” of illegal immigration and a final one on the emergence of Spanish in the United States – stand to drive the political debate in this country as the lands once occupied by New Spain are dominated by Latinos,” - Frank del Olmo, Los Angeles Times