CROSS-CULTURAL MANAGEMENT: OBSTACLES FOR EFFECTIVE COOPERATION IN MULTICULTURAL ENVIRONMENT

Abstract

Urgency of the research. The importance of studying the actual obstacles for effective cooperation in multicultural environment is determined by such modern trends as globalization, informational revolution, technological progress and growing impact of the Millennials. Target setting. It is reasonable to study the attitude of employees to work in a multicultural environment and to identify the most important obstacles for effective cross-cultural cooperation. Actual scientific researches and issues analysis. The scientific works of such scholars as G. Hofstede, N. Adler, A.-M. Soderberg, N. Holden, J. Spencer-Rodgersa, T. McGovern and others deal with cross-cultural management issues. Defining of uninvestigated parts of general matters. Scientists have not yet sufficiently explored the correlation between motivation and cross-cultural interactions. It is also important to update any data about actual obstacles for effective cross-cultural interactions which might have changed due to the changes in the mentality of workers in the era of new technologies, Internet, globalization and arising role of the millennials. The research objective. The article aims to clarify the link between cross-cultural interaction and motivation of workers and to identify the most important obstacles for effective cross-cultural interactions. The statement of basic materials. The authors use survey results from 273 respondents from Denmark, Portugal and Ukraine who have experience of cross-cultural interactions to study the relation between motivation and work in a multicultural environment. The article proves the link between cross-cultural interaction and motivation of workers. The empirical data analysis let the authors identify the most important and widespread barriers (obstacles) for effective cross-cultural interactions among the following: language barrier, differences in values, differences in standards of behaviour, lack of trust, lack of experience, lack of knowledge about other cultures. Conclusions. Most people working in multicultural teams or projects treat cross-cultural interactions as a factor of additional motivation. On the other hand there are serious barriers (obstacles) for effective cross-cultural cooperation. Cross-cultural management has a wide range of approaches and specific techniques to overcome these barriers. Effective cross-cultural management can help to form diverse teams ready for effective cooperation with representatives from other cultures It gives more opportunities to expand the business to new markets, to form a global “diversity-friendly” brand.