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CEOs know that as the demographics of a nation shift, to remain competitive they must diversify in order to meet the needs of their diverse customer bases. Business scholars suggest that there is a relationship between a diverse workforce and firm performance and that when managed correctly diversity leads to competitive advantage. According to the US Census, by 2050 less than half of the U.S. population will be Caucasian.

How will the increasing diversity of the U.S. population affect how organizations hire and manage their sales personnel and sell to potential clients?

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