kristin ekkens, cultural intelligence center stephanie o ... · case study: constellation brands’...

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CASE STUDY: Constellation Brands’ Journey to Building a Culturally Intelligent

Beer Division

Kristin Ekkens, Cultural Intelligence Center

Stephanie O’Brien + Dana Groebe, Constellation Brands

Mutual distrust

Different views on how to confront conflict

Contracts may mean “nothing”

Language and Communication Barriers

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Cultural Intelligence

The capability to relate and work effectively in

culturally diverse situations

(national, ethnic, functional, generational…)

Why – Critical success factorHow – Journey to become a more CQ beer divisionWhat Now – Future plans

Case Study: Constellation Brands

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Mexico—U.S.

Chicago—Victor—Mexico City, Nava—Mexicali

Beer—Wine—Spirits

Gender—Generational—Functional

cul-ture: the way we do things around here

Behavior Change Process

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Department

Managers

STEP 1. Interdisciplinary Teams

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WE ARE A Diverse AND Inclusive ORGANIZATION THAT

IS DRIVEN TO ACHIEVE AND EXCEED OUR GOALS THROUGH A

CollaborativeENVIRONMENT BUILT ON Trust,

Honesty AND Respect.

WE GENUINELY Care ABOUT EACH OTHER, Appreciate

EVERYONE’S CONTRIBUTIONS AND Celebrate IN OUR

SUCCESSES Together WITH A BEER OR TWO!

CULTURE TEAM Vision Statement

STEP 2. Top-down | Bottom-up Engagement

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STEP 3. Accountability

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Benefits of CQ

Success in culturally diverse markets

Speed and efficiency across borders

Multicultural + global virtual team

effectiveness

Profitability + cost savings

90% of leading executives from 68 countries said finding effective cross-cultural personnel is a top management challenge. –Economist Intelligence Unit

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Thank you!

Kristin Ekkens Director, Corporate Partnerships

Kristin.Ekkens@culturalq.com

www.culturalq.com