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.Point and Future
UIE, a University with a purpose

Masterclass: “American business culture: How to satisfy your customer”

In collaboration with Georgetown University

  • Date: 9th June
  • Hour: 19:30 – 21:00
  • Modality: face-to-face or live-format on Zoom
  • Place: UIE Campus Vigo

Lecturer: Prof. Jose Luis Guerrero Cusumano. Georgetown University

Prof. Cusumano is a tenured professor at the School of Business, Georgetown University and serves as the Academic Director for Business program for the Center of International Education and Development, Georgetown University.

He holds a Ph.D. in Industrial and Mechanical Engineering from the University of Illinois and a Master of Sciences in Statistics from the Mathematics Department of the University of Illinois. He is also an Economics Statistician from the School of Economics Science, Rosario University, Argentina. In 2008, Professor Guerrero-Cusumano was awarded an Honorary Doctorate, Doctor Honoris Causa in Administration by Ovidius University (Romania). Also in 2008, he was elected Fellow at the Judge Business School, Cambridge University, England. In 2017, he was recognized by the International Institute for Applied Knowledge Management with the Fellow & Distinguished Scholar Award. In 2018 and 2021, he was recognized by the International Industrial Engineering (IE) and Operations Management (OM) with the Distinguished Educator Award.

Conference briefing:

The United States is one of the largest markets in the world for business. In order to understand this market, culture plays an essential role given the diversity in the country. The US Bureau of Economic Analysis estimates that buying power for African American, Asian American and Native American consumers, which has exploded over the past 30 years, up form ~$458 billion in 1990 to ~3 trillion in 2020. In addition to increasing sheer size, their combined share of the nation’s total buying power increased from 10.6% in 1990 to 17.2% in 2020.

Hispanic buying power also has grown substantially over the last 30 years, from $213 billion in 1990 to ~1.9 trillion in 2020. Hispanic buying power accounted for 11.1% of U.S. buying power in 2020.

This talk will discuss problems and solutions about American market and the best way to approach it.

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