Contextual intelligence behaviours : managers in multinational enterprises developing emerging markets

Abstract

Contextual intelligence has been identified as a very dynamic tool to achieve growth in organisations, yet there is a lacuna in the literature regarding empirical studies that identify contextual intelligence and the mechanisms for creating growth in multinational enterprises (MNEs). Multinational enterprises have and will always form part of the global economy, continuously adding value across the world in a variety of industries. However, research relating to multinational enterprises and contextualisation is lacking. This study explores how leaders in MNEs can create growth opportunities through contextual intelligence. Data was collected through twelve in depth, semi-structured interviews conducted with current and previous executives and senior management of multinational enterprises. These respondents are responsible for business- and commercial development outside of the borders of their regional- or head offices. The study found that contextualisation and the application of contextual intelligence are indispensable in adding value to MNEs. The study contributes to the field of research by identifying the contextualisation dimensions that come into play when leaders roll out internationalisation strategies. The study also notes the importance of employee traits when operating globally. A framework is presented that can aid managers in developing contextual intelligence to create global operational growth in multinational enterprises.