THE ROLE OF CULTURAL INTELLIGENCE (CQ) IN THE STRATEGY FORMULATION PROCESS - APPLICATION TO THE HOTEL INDUSTRY

摘要

Operating in international markets always remains a master challenge facing companies with global aspirations. In hospitality industry, characterized by intense cultural pluralism, new tools enabling top management to operate (more) successfully will be shown to have a crucial importance for the future. Although the concept of Cultural Intelligence has been discussed continually over the last decade, this paper will firstly refer to the layout of the CQ construct in order to explain its application possibility in the hotel industry. This application, as viewed by authors, can be described as a filtering mechanism for the top management in the strategy formulation domain including three main phases: information processing, risk diminution and cultural interaction. Set in this manner, this theory represents a new role, application area and practical methodology for the concept of Cultural Intelligence, valuable to strategy makers in the international hospitality industry.