Cultural Intelligence in Marketing-Bridging the Gap in Global Business Expansion

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Author(s): Mani Tyagi (Manav Rachna International Institute of Research and Studies, India)and Shenki Tyagi (KIET Group of Institutions, India)
Copyright: 2026
Pages: 34
Source title: Marketing Strategies for the Internationalization of Businesses and Brands
Source Author(s)/Editor(s): Sandrina Francisca Teixeira (Polytechnic Institute of Porto, Portugal), Jorge Remondes (Polytechnic Institute of Porto, Portugal)and Sandra Zelaya (Pontifical University of Salamanca, Spain)
DOI: 10.4018/979-8-3373-1787-8.ch008

Keywords: Business & Management / Business Science Reference / Global Business / Marketing and Consumer Behavior

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Abstract

In an increasingly globalized economy, businesses aiming for international expansion face the challenge of navigating diverse cultural landscapes. Cultural Intelligence (CQ) emerges as a crucial competency in marketing strategies, enabling firms to bridge cultural gaps and build stronger connections with global consumers. This paper explores the role of Cultural Intelligence in enhancing marketing effectiveness, addressing cultural nuances, and fostering brand loyalty across diverse markets. By integrating CQ into marketing practices, businesses can achieve a competitive edge, ensuring that their messaging resonates with varied cultural contexts, thereby driving sustainable global growth. The discussion is supported by case studies of companies that have successfully leveraged CQ in their international marketing strategies.

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Cultural Intelligence in Marketing-Bridging the Gap in Global Business Expansion

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