Issues of cross-cultural diversity in business communication

Introduction. The article examines the important and acute issues of international business activity and management in the context of cross-cultural communication. Impressive and irreversible changes in all aspects of international cooperation are reflected in the growing number of contacts between representatives of various nations and cultures.

The success of intercultural communication depends on the extent of its participants' awareness of cultural diversity in many areas of human activity: economy and commerce, science and education, culture and customs.

Cross-cultural communication is the type of communication which involves an understanding how individuals and groups of people from different cultures communicate. The notion “culture" is regarded as a multicomponent phenomenon related to both material and social issues as well as to the diversity of organized activity and individual behaviour.

Materials and methods. The methodical approach of the research refers to the specified and known methods applied in the theory of cross-cultural communication. The method of linguistic analysis of international business communication is extensively used in the article. Other general and specific research methods - dialectical, comparative, modelling, etc. - have also been applied in this study.

Results. The results of the research show that the success of thoroughly prepared international business contacts implies understanding and analysis of the cultural diversity of business partners. This approach has been gaining importance for the emerging and fast growing business in Russia, which tends to acquire experience in dealing with foreign partners.

Discussion and conclusion. From the research that has been carried out in the article it is possible to conclude that successful international business activity is subject to analysis and knowledge of the peculiarities of cross-cultural communication between people of different cultures.

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