ABSTRACT
The culture is defined by process and procedure, and by the ability to indoctrinate new joiners as rapidly as possible. This ensures that within a short space of time all new hires display consistent behaviours that are congruent with the culture of the firm. In the general sense, branding is useful because it creates associations and hence a desire within the client organization, to purchase a particular product or service. A good example of a product-leading consultancy would be Computer Science Corporation, whose work on re-engineering the corporation set off the business process re-engineering revolution. Cultural intelligence provides the basis of competitive advantage for the consultancies that take its philosophy to heart. Cultural intelligence provides competitive advantage by: allowing the consultancy to focus its sales and delivery on selective cultures, minimizing the trauma caused when clients and consultants come together for the first time, ensuring that relationships are managed in a way that suits the client.
