![Що е култура и как международният бизнес използва това понятие? Промяна на парадигмата: от културата-като-код към културата-в-контекст](/api/image/getbookcoverimage?id=document_cover-page-image_920005.jpg)
Що е култура и как международният бизнес използва това понятие? Промяна на парадигмата: от културата-като-код към културата-в-контекст
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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