Changes in the demographic make-up of the United States have presented marketing managers with unprecedented challenges in both the marketplace and the workplace. Recruiting minorities for education in business in general and marketing in particular is one way for business to gain a better understanding of the diverse marketplace. In the study described, the characteristics and decision processes of Hispanic undergraduates who intended to pursue an M.B.A. differed significantly from those who did not. Insight into such differences may facilitate institutional adjustment to the complexities of diversity.
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