The role of cultural intelligence in the international marketing strategy of FMCG firms

Abstract

This master thesis aims to explore the role of cultural intelligence (CQ) in internationalmarketing strategies within the fast-moving consumer goods (FMCG) sector. Using aqualitative research approach, 8 in-depth interviews were conducted with marketingprofessionals 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, togetherwith the definition of the FMCG sector. The research also explores existing literature on CQ inthe context of international marketing strategies, specifically focusing on the adaptation versusstandardization debate within the FMCG industry. Based on the literature reviews, fourhypotheses were formulated to guide the research.Through thematic analysis of 8 in-depth interviews, the findings highlight the crucial role ofCQ 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 importanceof 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 ineffectively integrating CQ, including time constraints, resource limitations, the need forextensive market research and managing conflicting interests. Investing in local physicalpresence, continuous market research and trend analysis, improving the understanding ofcultural differences, and prioritizing consumer relevance in product positioning and brandingare some recommendations made to enhance CQ in international marketing strategies.

Date of Award	30 Jun 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Parada (Supervisor)