Leveraging Cultural Intelligence and International Marketing Mix Strategy for Export Performance: Insights from the Surgical Industry, Sialkot, Pakistan

Abstract

This study examines the effects of exporter’s ‘cultural intelligence’ (CQ) on export performance. Following the resource-advantage theory perspective, which advocates that human intelligence (Meta-cognitive CQ) are insubstantial but valued resources that impact the export performance as well as the marketing mix strategy. This study complements the theoretical insights of the product standardization and adaptation strategy of exporting firms in the global market. It thus provides valued strategies for potential Surgical exporting enterprises of Sialkot, Pakistan, that is how best to intervene and increase the demand for their products in the international market. According to the findings of this study, Meta-cognitive CQ positively moderates the link between export performance and marketing-mix adaptation. The study tests the hypotheses by employing ordered logit regression analysis using the statistical tool STATA.