THE MODERN FORMS OF CULTURAL DIFFERENTIATION AND THEIR ROLE IN THE DEVELOPMENT OF INTERNATIONAL BUSINESS

Abstract

The article is devoted to deepening the scientific and theoretical foundations of the study of the impact of cultural differences on the development of business relations in global conditions and substantiating the strategic priorities for the development of modern forms of international business. The article analyzes various approaches to defining the main features of economic behavior in the context of the implementation of varied forms of international business as a feature of an individual's activity, formed depending on his sociocultural norms, rules, traditions and determines the totality of various business models. The article describes the cultural features of the creation of integrated international business structures based on determining the degree of difference between the countries of the world in terms of socioeconomic and cultural indicators in the process of organizing international business. The presence of cultural differences, investigated in the article, on the main processes of international interaction made it possible to determine how intercultural factors affect various aspects of the activities of companies during their international cooperation, namely, on the formation of corporate culture, as well as on decision-making in international integrated business structures. The existence of cultural differences in the main processes of international interaction determined in the work allowed introducing of models of the functional dependence of economic behavior in the organization of various forms of international business from the influence of multicultural components. The study are based on the main approaches to measuring cultural variability in cross-cultural relations and differences in different countries of the world was also conducted, it shows which differences in national cultures are more significant than the impact of corporate culture. The theoretical principle of economic behavior’s analysis, which are formed under the influence of cultural factors, enables to describe the distance and differences in the economic activity of the state, taking into account the cultural factors that determine the values, principles and nature of the economical behavior in global markets, and to provide its effective adaptation to their exit.