Strengthening the Links Among the Hispanic Community, the Internet, and Automotive Sales
A Case Study
Lisa OwensFord Motor Company
Joe Castro was just like the 1.3 million other Hispanic entrepreneurs in this country whom Ford Motor Company wanted to influence and impact: He was about to open his own business and had long list of questions. Joe wasn't sure, for example, exactly where to locate his Quiznos franchise. He didn't know the best place to go to secure favorable financing. Joe would sit up at night, long after his day job was over, hunting down answers on the Internet....