Browsing by Author "Melloni, Federica"
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- The role of cultural intelligence in the international marketing strategy of FMCG firmsPublication . Melloni, Federica; Parada, PedroThis master thesis aims to explore the role of cultural intelligence (CQ) in international marketing strategies within the fast-moving consumer goods (FMCG) sector. Using a qualitative research approach, 8 in-depth interviews were conducted with marketing professionals from leading FMCG companies to gain insights into their perceptions, challenges, and strategies related to CQ. Beginning with the literature review, the concepts of CQ and Firm CQ were examined, together with the definition of the FMCG sector. The research also explores existing literature on CQ in the context of international marketing strategies, specifically focusing on the adaptation versus standardization debate within the FMCG industry. Based on the literature reviews, four hypotheses were formulated to guide the research. Through thematic analysis of 8 in-depth interviews, the findings highlight the crucial role of CQ in international marketing strategies in the FMCG sector, in line with the existing literature. The results support the hypothesis derived from the literature, which emphasizes the importance of CQ in promoting cross-cultural communication and itsimpact on decision-making processes, consumer behaviour, and the choice between adaptation and standardization strategies. In conclusion, the study demonstrates the challenges that marketing professionals face in effectively integrating CQ, including time constraints, resource limitations, the need for extensive market research and managing conflicting interests. Investing in local physical presence, continuous market research and trend analysis, improving the understanding of cultural differences, and prioritizing consumer relevance in product positioning and branding are some recommendations made to enhance CQ in international marketing strategies.