Are your international salespeople culturally intelligent? The influence of cultural intelligence on adaptive selling behavior with B2B customers
Date
2021-08-03
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Publisher
Emeral
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0885-8624
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Abstract
Purpose – This study aims to investigate cultural intelligence (CQ) as an antecedent of adaptive
selling behavior (ASB) and cultural distance and intrinsic motivation as moderators in this
relationship.
Design/methodology/approach – This research builds on a survey to 310 US-based
international sales executives (ISE) and multiple regression analysis to test the hypotheses.
Findings – The results show that CQ has a significant positive relationship with ASB, both as an
aggregate construct and through its metacognitive, motivational, and behavioral facets. Also,
intrinsic motivation moderates such relationship, whereas cultural distance does not.
Practical implications – The findings of this research suggest that supplier companies involved
in international selling should consider the cultural intelligence of their salespeople for selection,
training, and coaching.
Research limitations/implications – The study includes only a sample of US-based
international salespeople in the B2B context, which limits the generalizability of the findings to
salespeople from other countries or contexts.
Originality/value – This study makes an important contribution to the literature on both ASB
and CQ by expanding the knowledge on how to manage international salespeople effectively,
considering the conditions under which CQ effects are expected and how these vary in this
context.
Description
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Atribución-NoComercial-CompartirIgual 3.0 Chile (CC BY-NC-SA 3.0 CL)