February 13, 2015 Jordhy Ledesma

Three Years in the Best Seller List: Investing in Language Learning

The Darden Business Publishing mail list arrived this morning with a pleasant surprise. My co-written business case, “Best Buy: Investing in Language Learning”, made the best-seller list, now for three years in a row. From the publication:

This week’s feature presents the most popular and most frequently taught cases published within the past five years…

The Darden School of Business is regularly recognized as having one of the world’s premier teaching faculties within business education, and Darden’s programs are recognized as world class. Darden Business Publishing is pleased to provide current Darden course syllabi to verified faculty members.

This highlights the importance of adopting multilingual communication practices across American online and physical stores. Following are some details about the business case:

“Best Buy: Investing in Language Learning” by Kenneth Eades, Keith Dickey, Jordhy Ledesma, Jennifer Frazier, Duane Sider, and Melissa Johnson After observing customer interactions in a Best Buy in Dallas, the regional HR manager considers training sales representatives in a second language. Considering that the store’s regional customer base ranges between 13% and 30% Latino, she believes it may be a prudent option and immediately thinks of Rosetta Stone software as a cost-effective approach. Yet she still must translate her instincts into a quantifiable, tangible return on investment, particularly under demanding economic conditions.

Buy and Download the Case Here »


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