THE ROLE OF CULTURAL DIMENSIONS OF COMMUNICATION AND DEVELOPING CULTURAL AWARENESS IN INTERNATIONAL BUSINESS
THE ROLE OF CULTURAL DIMENSIONS OF COMMUNICATION AND DEVELOPING CULTURAL AWARENESS IN INTERNATIONAL BUSINESS

Author(s): Gordana Mušura
Subject(s): Social Sciences, Supranational / Global Economy, Socio-Economic Research
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Intercultural communication; Non-verbal communication; Human resource Global managers; Cultural misunderstanding and shock.
Summary/Abstract: The purpose of this paper2 is to consider the importance of understanding cultural dimensions of communication and what role they play in developing cultural awareness among managers working in international companies with a whole variety of employees from different countries and with different cultural backgrounds. That is why international managers need to be trained to become aware of cultural and social differences and to be able to act in an appropriate way and cope with problems if it is necessary, especially in these disruptive and risk-averse times, caused by Covid-19 virus and a pandemic crisis. They also need to understand some specific non-verbal ways of communication that might cause misunderstandings or create unpleasant situations. Therefore, non-verbal communication as a special aspect of cultural dimensions of communication is analyzed and the most common problems that occur among people who come into contact at the international business level are pointed out with the aim of avoiding or minimizing them.

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