From AI to Culture Intelligence: Advanced tools for market discovery (Carel Industries’ worldwide experience)

This thesis explores how cultural frameworks and artificial intelligence (AI) tools can support B2B manufacturers in discovering new market niches more rapidly and effectively. By combining theories of cultural intelligence, intercultural business, and AI-supported CRM systems, the study develops a strategic lens to guide market discovery across diverse global regions, and further refined to enhance niche identification by combining AI-supported signal detection with culturally informed interpretation. The research is framed by three guiding lenses: - Culture: Hofstede’s cultural dimensions, Hall’s context theory, and Cultural Intelligence (CQ) provide tools to understand how identical inputs produce different interpretations across cultural settings. Italian teams emphasize relational trust and moderate hierarchy, U.S. teams focus on speed and clarity, while Chinese teams rely on long-term relationships and contextual communication. These cultural insights shape more adaptive market strategies. - Lean Thinking: The routines are mapped in “as-is” and redesigned “to-be” states to improve coordination, reduce friction, and place AI where it offers the most strategic value. - AI Integration: Tools such as Flowise and GPT-powered modules are custom-developed as embedded assistants. In the Report Analysis Flow, they compress long texts and highlight signals with cultural relevance. In the Business Sketch Canvas, they generate localized prompts to adapt value propositions to regional tones and preferences. The methodology includes semi-structured interviews, direct observation of team routines, and iterative testing of AI integration. The thesis concludes by offering a practical integration model that combines lean principles, cultural frameworks, and AI tools to support scalable niche discovery and market adaptation in culturally complex environments. This is demonstrated through a case study at Carel Industries. By combining advanced data analysis, natural language processing, and sentiment recognition tools, the study examines AI’s potential to support intercultural segmentation, detect early market signals, and enhance sales negotiation dynamics. Through qualitative insights gathered from Carel’s global operations and Lean innovation processes, the thesis offers a practical roadmap for integrating AI into cross-cultural sales frameworks. Ultimately, this work proposes a model where technology doesn’t replace human intuition, but rather sharpens it; helping companies such as Carel Industries anticipate trends, navigate complexity, and build more meaningful customer relationships in under-explored markets.

This thesis explores how cultural frameworks and artificial intelligence (AI) tools can support B2B manufacturers in discovering new market niches more rapidly and effectively. By combining theories of cultural intelligence, intercultural business, and AI-supported CRM systems, the study develops a strategic lens to guide market discovery across diverse global regions, and further refined to enhance niche identification by combining AI-supported signal detection with culturally informed interpretation. The research is framed by three guiding lenses: - Culture: Hofstede’s cultural dimensions, Hall’s context theory, and Cultural Intelligence (CQ) provide tools to understand how identical inputs produce different interpretations across cultural settings. Italian teams emphasize relational trust and moderate hierarchy, U.S. teams focus on speed and clarity, while Chinese teams rely on long-term relationships and contextual communication. These cultural insights shape more adaptive market strategies. - Lean Thinking: The routines are mapped in “as-is” and redesigned “to-be” states to improve coordination, reduce friction, and place AI where it offers the most strategic value. - AI Integration: Tools such as Flowise and GPT-powered modules are custom-developed as embedded assistants. In the Report Analysis Flow, they compress long texts and highlight signals with cultural relevance. In the Business Sketch Canvas, they generate localized prompts to adapt value propositions to regional tones and preferences. The methodology includes semi-structured interviews, direct observation of team routines, and iterative testing of AI integration. The thesis concludes by offering a practical integration model that combines lean principles, cultural frameworks, and AI tools to support scalable niche discovery and market adaptation in culturally complex environments. This is demonstrated through a case study at Carel Industries.