International marketing capabilities development: The role of firm cultural intelligence and social media technologies

ABSTRACT

The purpose of this study is to analyze how firm cultural intelligence and social media technologies influence the international marketing capabilities of multinational enterprise (MNE) regional offices. The data used in this study were obtained from MNE regional offices located in the Emirate of Dubai, which were analyzed using structural equation modeling. The results of the study indicate that firm cultural intelligence and social media technologies have unique and complementary contributions to the development of international marketing capabilities, and these capabilities play an essential role in firm performance by lessening the adverse effects of foreign market turbulence.

Acknowledgments

We thank four anonymous reviewers for their constructive comments and advice, which enabled us to make substantial improvements to the paper.