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Hot Issue: Multicultural Marketplace

11/19/07
BrainTrust Query: Should associates speak to Hispanics in Spanish?

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Spanglish is the language used by a majority of the approximately 18 million people in the U.S. who are proficient in both Spanish and English. And though being bilingual certainly has its advantages, according to a recent article in the Los Angeles Times, it also has its pitfalls - specifically, deciding which language to use, when and with whom. Should Hispanic employees be instructed to speak English or Spanish to customers who appear to be Hispanic?

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