Cultural Intelligence in Marketing Rubber Products: Adaptive Strategies for Emerging Economies

Abstract

The research aims at identifying the culturally intelligent (CQ) strategies as a mover of adaptive approaches to marketing of rubber products in emerging economies. This is illustrated by the survey results of 400 firms and 250 distributors where high-CQ firms had a 28-percent customer-retention benefit, 32-percent engagement benefit and a 21-percent export-growth advantage over low-CQ firms. Results of the simulations showed that behavioral CQ had a correlation of r = 0.74 with sales adaptability. The results indicate that CQ significantly improves the competition in the market, cuts across cultural differences, and transforms international marketing of rubber products performance.