Regional marketing strategy based on cultural intelligence among businessmen and managers of Fars, Hormozgan , Bushehr, Isfahan and Tehran provinces.

Authors

• mohammad reza dezhkam ¹
• serajeddin mohebi ²
• hassan biabani ³

¹ Management Department of Islamic Azad University, Qeshm Branch, Qeshm, Hormozgan, Iran

² Department of Management, Islamic Azad University, Shiraz, Iran

³ Assistant Professor, Department of Business Management - Hormozgan University, Bandar Abbas, Hormozgan, Iran

10.30495/jzpm.2024.32707.4297

Abstract

Markets in different countries are affected by different factors. One of the most important factors is culture. The progress of a successful international marketing depends on the full understanding and recognition of the differences that exist in different countries of the world and their different cultures. Therefore, the purpose of this study is the regional marketing strategy based on cultural intelligence. In fact, according to what exists in the field of international trade, we investigated and summarized strategies of marketing and international trade that are related to culture. And the cultural intelligence is unique and has the ability to improve business conditions in the most critical economic conditions. In this descriptive and analytical study, 120 businessmen and managers of the provinces; Hormozgan, Fars, Bushehr, Isfahan and Tehran were included in the study after obtaining informed consent. The data collection tool in this study includes two demographic information questionnaires and a self-made questionnaire of international marketing strategies based on cultural intelligence. Demographic information questionnaire including; Age, gender, degree, relationship with countries outside Iran, number of trips outside Iran, knowledge of international business. Cultural intelligence questionnaire has 68 questions and 4 dimensions; It is psychological, cognitive, motivational and behavioral. Data analysis using spss software version 21 and descriptive statistics and inferential statistical tests were obtained at a significance level of P<0.05. The results of the present study showed that the international marketing strategy based on managers' cultural intelligence has a positive and significant effect on metacognitive, cognitive, motivational and behavioral dimensions. The result of the present study indicates the achievement of international marketing strategies based on cultural intelligence.

Keywords

• Marketing strategy
• cultural intelligence
• regional marketing

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