The Importance of Cultural Intelligence in Marketing

Understanding cultural intelligence is critical for brands aiming to expand internationally. Marketers are encouraged to study their existing customer base, especially if it includes international clients, to identify preferences and product benefits that resonate with diverse groups. The CAGE framework, which assesses cultural, administrative, geographic, and economic distances, serves as a valuable tool in determining favorable foreign markets. It highlights the necessity of recognizing that demographics alone do not dictate behavior, as cultural differences can significantly influence consumer preferences.