SCHAUMBURG, Ill. — Companies will enjoy lasting rewards if they are the first among their competitors to reach the multicultural market, John Hawkins, president and chief executive officer of Pathfinder Management Consulting, Cincinnati, said yesterday in a session on multi-cultural marketing at the Path to Purchase Institute’s Shopper Marketing Summit here. “There are first-mover benefits,” Hawkins said. Take Diageo’s Ciroc vodka. Diageo revived the ...

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