Що е култура и как международният бизнес използва това понятие? Промяна на парадигмата: от културата-като-код към културата-в-контекст
What does culture mean and how international business applies the culture category? Paradigm shift: from culture-as-a-code to culture-in-context

Author(s): Antoaneta Daneshka
Subject(s): Social Sciences, Economy, Business Economy / Management, Sociology, Sociology of Culture
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: Culture; Cross-Cultural Communication; Functionalist Paradigm About Culture; Culture-Incontext; Dimensions Of Culture; Cultural Distance; Cultural Legitimacy; Cultural Incompatibility; Cultural Intell
Summary/Abstract: The importance of considering the cultural background has been established in the international business theory and practice for a long time. In spite of the intensive globalization processes and their impact on the domestic business environment, including the trend toward global values convergence, the arguments in favour of cultural divergence could hardly be contended. The national culture is a significant factor of the international business environment. The paper outlines current debates about the culture factor, identifying key categories and issues in cross-cultural communication and their contribution to the exciting "diversity" that exists within international business.

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