CULTURAL ENVIRONMENT IN INTERNATIONAL BUSINESS MANAGEMENT

This article systematically analyzes the role and importance of the cultural environment in the process of international business management. In the context of globalization, companies interact with markets with different national, social and institutional cultures, which directly affects the effectiveness of management decisions. The study provides a scientific and theoretical overview of the impact of the concept of culture on the business environment, differences in management styles, cultural differences in the process of communication and negotiations, and their impact on strategic management. The results of the study are of practical importance for international companies, managers and researchers.