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The central aim is to integrate cultural intelligence into sales education through a systematic teaching method.

December 8, 2025Journal for Advancement of Marketing EducationOpen Access

An Innovative Approach to Teaching Cultural Intelligence in Personal Selling

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Teaching method enhances cultural intelligence in sales students, suggesting benefits for multinational firms' strategies.

The central aim is to integrate cultural intelligence into sales education through a systematic teaching method.
Data collected from 79 students over four semesters.
Pre- and post-training assessments of sales role-play performance.
Comparison of role-play scores using paired sample t-tests.
Significant increases in scores for cognitive, meta-cognitive, behavioral, and motivational dimensions of cultural intelligence after training.
Improved overall sales role-play performance post-training.

Duleep Delpechitre (2016) studied this question.

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