Cashing In On Culture
AFRICAN-AMERICAN DARDEN GRADS GATHER TO STUDY TRENDS 

	CHARLOTTESVILLE, Va., Feb. 12 -- Ethnic marketing, affirmative
action and the role of black leadership will be among the topics
presented at the 10th Annual Black Alumni Conference, Feb. 20-23, at
the University of Virginia's Darden Graduate School of Business
Administration. 
	This year marks a quarter century that African-American
graduates of Darden have contributed to the school and to the
international business community.  The conference, "Excellence in
Leadership:  Our Legacy, Our Future," points out ways in which
African-American graduates can work to shape their careers and help
build the business community of the future. 
	The conference begins on Friday at 1:30 p.m. with keynote
speaker A. Barry Rand, executive vice president of worldwide
operations for Xerox Corporation.  Rand's many responsibilities
include the sales, service and distribution of Xerox products in the
U.S., and through Rank Xerox Ltd., the manufacture, marketing and
service of Xerox products in more than 80 countries.  Rand holds
master's degrees in business administration and management sciences
from Stanford University as well as several honorary doctorates.
	The public is invited to attend the panel discussions and
seminars from 9:15 a.m. to 1 p.m. on Saturday, Feb. 22, at the Darden
School.  Admission is free.
###
February 11, 1997
	For more information, call Marc Simpson at (804) 979-4236 or
Elaine Ruggieri at (804) 924-3220.  Television reporters should call
our TV News Office at (804) 924-7550.