Кросс-культурный менеджмент в сложившейся культуре коммуникаций

Abstract

The globalization of business, promotion of economic interests in the markets of other countries, the processes of unification and creation of a common economic space require knowledge of national customs and national culture. Culture is, above all, predictability. Acquiring ability to understand and use the peculiarities of national cultures, interpersonal communications and business ethics in global business is an important task of cross-cultural management. The success of international companies in providing high-quality products and services depends, on the one hand, on growing dynamics of the economic environment and, on the other hand, on adoption of international quality standards and procedures. As the market becomes more global, the products and services offered by international companies around the world face the challenges of a multicultural environment. These issues manifest themselves not only at the level of customer relations, but also deep inside companies, at the level of employees. The paper characterizes cross-cultural management and identifies the barriers that arise in the way of its successful implementation. In the course of further work, the authors consider main directions of modern solutions in the field of cross-cultural personnel management. Intercultural management is, first of all, the creation and application of technologies for managing cultural diversity in the context of globalization, successfully operating in different cultures in order to prevent intercultural conflicts. The proposed solutions include development of intercultural competencies, training of global managers in key aspects of intercultural interaction, the introduction and active use of advanced digital technologies, as well as the construction of a knowledge management system with deployment of publicly available databases and the expansion of their analytical capabilities at the national, regional and international levels. The authors note that cultural knowledge management is crucial for success in developing and maintaining long-term business relationships in a multicultural environment. Knowledge management provides necessary technological support for cross-cultural management in terms of improving knowledge sharing in multinational companies and the effective use of knowledge in international joint ventures.