STUDY OF CROSS-CULTURAL DIFFERENCES AS ONE OF THE FACTORS OF INFLUENCE ON DOING INTERNATIONAL BUSINESS

Abstract

The article determines that the modern internal and external environment of successful and long-term international activities is undergoing constant change. In order to ensure the efficiency of economic activity, it is necessary to form and apply modernized methods of doing business. A significant number of factors influencing the activities of companies on the world stage determines the interest in their study and structuring. It is proved that the key drivers of the impact of globalization on international business in hypercompetition are lowering barriers, increasing cross-border trade and investment, increasing global product production for global consumers, use of Internet and information technologies, the role of emerging economies in the world market. global quality systems and product standards. It should be noted that international business is focused on the implementation of specific measures to expand markets, services, capital, labor, search for new sources of production and financial resources, diversification of economic activities and more. Factors influencing business efficiency are investigated. The authors have identified the most important factors influencing international business and considered them in terms of three groups: domestic, microeconomic and macroeconomic factors. This is the way to structure the factors of influence will allow you to most effectively determine their positive effect and possible risks. The degree of influence of each group of factors is determined. In the framework of this research, the emphasis is on the characteristics of communicative cultural differences and their impact on international business. The problem of intercultural interaction has become one of the key areas of research on the effectiveness of international relations. The role of intercultural functions in the global business network is revealed. The company's success in the foreign market depends mainly on how well established professional communication with a foreign business partner and how well he knows the details of local culture for effective and professional negotiations.