This study examines how export manager cultural intelligence (CQ) affects the relationship between marketing-mix adaptation and export performance. From a resource-advantage theory perspective, the authors posit that export managers’ motivational and metacognitive CQ are intangible but valuable resources that influence marketing strategy and export performance. According to survey data from 153 U.S. exporting firms, export managers’ metacognitive CQ positively moderates the relationship between marketing-mix adaptations and export performance. Furthermore, export managers’ motivational CQ positively moderates the relationship between environmental differences and marketing-mix adaptations. The study adds to the theoretical understanding of the adaptation–performance relationship and provides valuable guidelines for exporting firms in the recruitment, training, and promotion of export managers.

Московский университет им. С.Ю. Витте, профессор кафедры теории регионоведения, Московский государственный лингвистический университет, г. Москва, Семенов Александр Вячеславович, д-р экон. наук, профессор, ректор, e-mail: asemenov@muiv.ru, Московский университет им. С.Ю. Витте, г. Москва Цель статьи заключается в выявлении сущности устойчивого развития, а также в конкретизации трактовок соответствующих модифицированных форм. Подчеркивается, что успешный анализ проблем устойчивого развития возможен лишь в рамках системной методологии, требующей выявления и отдельного исследования внутренних и внешних условий и факторов, детерминирующих динамику данного феномена. Научная новизна статьи заключается в определении сущности устойчивого и неустойчивого развития, авторской трактовке устойчивого прогрессивного развития и характеристике его качественной целостности. Научно-практическое значение положений статьи заключается в доказательстве того, что современное российское общество и экономика находятся в состоянии неустойчивого регрессивного развития, что предопределяет императив разработки и реализации релевантных политико-экономических решений.Ключевые слова: устойчивое и неустойчивое развитие, устойчивое нейтральное развитие, неустойчивое прогрессивное и регрессивное развитие, качественная целостностьThe purpose of the article is to identify the essence of sustainable development, as well as to concretize the interpretations of the corresponding modified forms. It is emphasized that a successful analysis of sustainable development problems is possible only within the framework of a systematic methodology that requires the identification and separate study of internal and external conditions and factors determining the dynamics of this phenomenon. The scientific novelty of the article is to determine the essence of sustainable and unstable Keywords: sustainable and unstable development, sustainable neutral development, unstable progressive and regressive development, qualitative integrity

International marketing research has demonstrated that research and development (R&D) and corporate social responsibility (CSR) are firm capabilities that can lead to competitive advantages in the international marketplace. A synergy vs. tradeoff dilemma on the R&D/CSR relationship has emerged as an important topic in the literature. The synergy approach suggests a positive link, while the tradeoff approach suggests a negative link between R&D and CSR. The authors employ the resource-, institution-, and industry-based views to clarify this dilemma by examining two moderators at the country and industry levels. The authors envision that home country national philanthropic environment (NPE) influences whether managers should take the synergy or tradeoff approach because NPE reflects the institutional pressures for firms to be more philanthropic. Further, since research finds that CSR differs between manufacturing and service firms, this industry categorization is hypothesized to moderate the effects of NPE on the R&D/CSR relationship. Estimating a hierarchical linear model with a sample of 888 firms across 15 countries, the results show that in high NPE level countries, there is an R&D/CSR synergy, and in low NPE level countries, there is a tradeoff. Furthermore, these relationships are relevant only within service rather than manufacturing industries.

PurposeAdvertising intensity is treated either as a resource that allows firms to create competitive advantages (intangible asset view) or as an investment to build advertising resource (investment expense view). This current research supports the investment expense view. The authors do so by examining the moderating role of firm age (a proxy for knowledge) in the relationship between advertising intensity and performance as well as the influence of cultural communication styles on this moderation.Design/methodology/approachSecondary data were collected from multiple sources. With a sample of 262 companies from 10 countries (149 firms from high-context cultures and 113 firms from low-context cultures), ordinary least squares was used to estimate the regression coefficients to test the hypotheses. An instrumental variable approach with two-stage least squares estimates was used to address an endogeneity bias. Average industry advertising intensity excluding the focal firm was used as an instrumental variable.FindingsThe findings demonstrate that firm age significantly moderates the advertising intensity/performance relationship, but this moderation is only significant in high-context cultures. These findings imply that firms within high-context cultures must continually invest in advertising expenditures, while firms in low-context cultures may not need to do so to increase performance.Practical implicationsThe results of this study provide insight into the debate of whether advertising expenditures boost performance, as well as provide international marketing managers with a clearer picture on how to invest in advertising within their respective markets.Originality/valueA majority of the studies that examine the advertising intensity/performance link rely solely on the resource-based view. The authors utilize a multi-theoretical perspective to provide a fine-grained understanding of this relationship. Moreover, the authors apply the investment expense view to examine advertising intensity as an investment to build advertising resources, rather than a resource. This investment must be incorporated with the knowledge to properly employ the investment to develop advertising resources. Further, the authors find that firms expanding into high-context cultures must devote more effort into developing advertising capabilities to properly employ advertising resources than firms in low-context cultures.

Purpose This paper aims to propose an original model of cultural intelligence (CQ), global identity and consumer willingness to buy foreign products. Previous research has discussed the relationships between CQ and global identity but only in the context of multi-cultural management teams. The research presented here proposes a model that is applicable to consumer marketing. Design/methodology/approach Online surveys are used to collect data from the USA with a snowball sampling technique and from the UK with panel data. A structural equation model (SEM) is estimated in analysis of moment structures 25 and Hayes bootstrap mediation tests are used to test the hypotheses. Findings The SEM results show that global identity influences motivational CQ, motivational CQ influences cognitive, metacognitive and behavioral CQ and cognitive and behavioral CQ influence consumer willingness to buy foreign products. Results from Hayes Bootstrap mediation tests show that motivational CQ mediates the relationships between global identity and the other three CQ dimensions. Practical implications The findings imply that firms can gauge and enhance consumer CQ levels by investigating or influencing levels of global identity; managers can influence or gauge consumer metacognitive, cognitive and behavioral CQ through motivational CQ; and managers can target consumers with high cognitive and behavioral CQ levels when marketing foreign products. Originality/value This paper not only provides a deeper understanding of the relationships between global identity and cultural intelligence but also incorporates CQ in a consumer context. Previous research has only discussed CQ in the context of managers.