Znaczenie inteligencji kulturowej w międzynarodowych badaniach marketingowych
The meaning of cultural intelligence in international marketing research

Summary/Abstract: The expansion of business activity outside the domestic market is connected to an increasing risk and uncertainty of the undertaken actions, hence the need to collect and process information on the new markets in a professional way. Cultural intelligence provides an interesting perspective into how one can perceive international marketing research. The paper is an attempt to answer the question of what is the meaning of particular components of cultural intelligence regarding different stages of marketing research in the international context. The concept of CQis presented as a structure of interrelated components and assumptions have been formulated on the significance of applying those components in the process of international marketing research.

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