Cultural intelligence and strategic partnerships: Examining communications protocols in emerging markets

Abstract

Cultural Intelligence (CQ) is an asset for organizations embarking on strategic partnerships. The ability to work with people from diverse backgrounds, and then translate that relationship into one of mutual understanding is important for a successful venture. The stakes are even higher for small, medium or multinational organizations expanding into emerging markets in Asia, South America, and Africa. The literature suggests that executives need to be skilled in cross cultural negotiations, behaviours, and understanding business communication processes to succeed in a new location. Through a combination of in-depth interviews with nine experts on emerging markets, from Canada, the UK, Bangkok (Southeast Asia), Senegal (West Africa), and the U.S., and then content analysis of 21 articles from two business publications, this research captures the unique experiences, the communications protocols and channels that worked for these organizations. Despite the communications barriers, risks, and challenges faced during cross cultural expansions, the rewards and opportunity of exploring new markets, meeting needs, and attracting and keeping new talent are propelling the gold rush into untapped regions of the world.