Cultural Intelligence and Market Adaptation in Traditional Creative Enterprises: Evidence from South Sulawesi

Abstract

Traditional creative enterprises must adapt to changing market demands while preserving the cultural heritage that defines their competitive advantage. However, empirical evidence linking cultural intelligence (CQ) to market adaptation in culturally rooted enterprises remains limited, particularly in South Sulawesi. This study examines how cultural intelligence, local cultural values, and organizational capabilities shape market adaptation among traditional creative enterprises. A systematic literature review was conducted following PRISMA 2020 reporting principles. Searches conducted on 19 October 2026 identified 43 candidate records, of which seven empirical studies published between 2021 and 2026 were retained for thematic synthesis. The findings indicate that cultural intelligence is associated with internationalization and adaptive marketing capabilities among exporting SMEs. In South Sulawesi, market adaptation is primarily characterized by digital transformation, ecosystem collaboration, and culturally embedded business practices. Local values, particularly siri’ and pesse or pacce, influence how entrepreneurs balance market responsiveness with cultural preservation. However, none of the retained studies directly examines cultural intelligence in traditional creative enterprises, revealing a significant empirical gap. Market adaptation in culturally rooted enterprises should be understood as a selective process balancing commercial responsiveness and cultural identity. This review proposes an integrative framework connecting cultural intelligence, market adaptation, local cultural values, and ecosystem support. Future research should empirically test these relationships among traditional creative enterprises in South Sulawesi.