Cultural Intelligence6
Cultural Intelligence6
Cultural Intelligence6
With the increase of merging markets, businesses are being forced to make their
international products adaptable to different local cultures in which they are sold. This
process is called “glocalization” and in order to implement this, it is necessary that
businesses have cultural intelligence. McDonald’s Corp. is the world’s largest restaurant
chain and it operates in 119 different countries. That being said, McDonald’s implements
different menus depending on the country it is operating in. For example, the
restaurants operating in India have an extensive vegetarian menu. Also, America is one
of the countries being faced with a rapid rise of Asian, Hispanic, and African-American
populations which is making companies more aware of the importance to act and
innovate differently depending on these multicultural groups.
Companies are becoming more and more aware of the importance of cultural
intelligence and are still figuring out the right ways to implement this. Supporting
diversity associations, donating to non-profit service groups, and increasing their
advertising to target customers are not authentic ways of implementing cultural
intelligence.