Purpose of the study: This teaching method provides a systematic framework and self-assessment that can be used to integrate cultural intelligence into the sales teaching process. The importance of cultural intelligence in the selling process has become increasingly evident as cultural diversity within national borders continues to increase and many multinational firms also implement global account management strategies in sales management. Method/Design and Sample: Data were collected from 79 students sales role-play performance over a period of four semesters before and after a special training on cultural intelligence. Students role-play scores were compared using paired sample t-tests. Results: Results showed that student scores on each dimension of cultural intelligence (cognitive, meta-cognitive, behavioral, and motivational) and sales role play performance significantly increased after the proposed training method. Value to Marketing Educators: The proposed cultural training method provides an innovative approach that educators can utilize to systematically build cultural intelligence in students within traditional sales education pedagogy.
Duleep Delpechitre (Fri,) studied this question.