The role of cultural intelligence in the sales process and its impact on sales performance

Abstract

The main focus of the research is analyzing the impact of cultural intelligence on sales performance. Cultural intelligence is the ability to recognize, understand, and adapt to cultural differences in communication with individuals from diverse backgrounds. The theoretical framework deeply explores the components of cultural intelligence, its significance in contemporary business environments, and its role in building client relationships. The connection between cultural intelligence and sales success is examined, investigating factors contributing to enhanced sales outcomes. The methodology involves empirical research analyzing a participant sample, utilizing measures of cultural intelligence and sales performance. We explored correlations between cultural intelligence components and sales effectiveness, offering insights into their interrelation. The conclusion summarizes key research findings, theoretical contributions, and practical insights for improving sales performance. The paper also identifies future research directions and new strategies for developing cultural intelligence in sales. This research contributes to a better understanding of the role of cultural intelligence in business interactions and decision-making processes in the modern global business environment.

Date of Award	2023
Original language	English
Supervisor	Monika Pleschinger (Supervisor)