Cultural Intelligence in Cross-Cultural Selling: Propositions and Directions for Future Research

Despite the fact a growing number of firms now derive a large percentage of their revenues from global operations, our understanding of the means though which cross-cultural sales relationships are best managed is limited. This paper provides a framework for research on the issue. The framework incorporates theories from several disciplines, interlacing what we know about cross-cultural effectiveness and adaptive selling in focusing on the ability of the salesperson to adapt to the cultural background of the customer. A series of research propositions are advanced in support of the framework, and opportunities for future research in the area are discussed.