DOI: https://doi.org/10.32515/2663-1636.2024.11(44).165-172
The Role of Digitalization in the Development of Intercultural Business Communication
About the Authors
Anna Orlova, Associate Professor, PhD in Economics (Candidate of economic sciences), Associate Professor of the Department of Economics, Management and Commercial Activity, Central Ukrainian National Technical University, Kropyvnytskyi, Ukraine. ORCID: https://orcid.org/0000-0002-6659-0571, e-mail: orlovaaa@kntu.kr.ua
Abstract
The article examines the impact of digitalization on intercultural business communication, analyzing its challenges and opportunities. It has been established that modern digital technologies are changing the ways of doing business, including at the international level, having a significant impact on intercultural business communication. The challenges and opportunities of intercultural business communication in the conditions of digitalization are determined. The article examines the main theoretical approaches to intercultural business communication, focusing on key concepts and models that explain the interaction between representatives of different cultures in a business context. Models of cultural differences, including the classifications of Geert Hofstede, Fons Trompenaars and Richard Lewis, are considered, which help to understand the influence of national cultures on business behavior. Special attention is paid to the concepts of cultural context and cultural syndromes, which determine the specificity of communication processes in multinational teams.
Digital technologies are revolutionizing the way workers from different cultures interact, helping to overcome language and cultural barriers through translation tools, video conferencing and collaboration platforms. In particular, the article emphasizes the importance of developing cybersecurity skills, supporting cultural diversity and inclusion, and optimizing work processes using modern digital tools. In the context of globalization and the growing multiculturalism of work teams, these aspects become key to ensuring effective communication and management in international companies.
To improve intercultural communication in the conditions of digitalization, managers should take a number of measures. For this purpose, directions for improving intercultural business communication in the conditions of digitalization are proposed, including recommendations for the use of digital technologies to increase the effectiveness of intercultural interaction and minimize potential conflicts.
Keywords
intercultural business communication, digitalization, culture, cross-cultural management
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References
1. Besarab, T.P. (2013). East and West: problems of intercultural communication in business relations. Aktualni prolemy slovianskoi filologii, XXVII, 2. https://dspace.nlu.edu.ua/bitstream/123456789/3799/1/Besarab_563_568.pdf [in Ukrainian]
2. Kryvobok, K. V., Kanova, О. А., & Kotelnykova, U. М. (2023). Problems of cross-cultural management development in international business. Ukrainskyi zhurnal prykladnoi ekonkmiky ta tekhniky, 8, 1. http://repository.hneu.edu.ua/handle/123456789/29757 [in Ukrainian] https://doi.org/10.36887/2415-8453-2023-1-29
3. Orlova, А. А., & Nemchenko, Т. А. (2023). Cross-cultural management in conditions of digitalization of international business. IT ekosystema: tsyfrovizatsia biznesprotsesiv v umovakh viiny: materialy Vseukrainskoi naukovo-praktychnoi internet-konferentsii (pp. 92-93). Ivano-Frankivsk: ZVO "King Danylo University" [in Ukrainian].
4. Todorova, N. U. (2008). Cross-cultural management: a study guide. Donetsk: DonNTU [in Ukrainian].
5. Hall Е. (1959). The Silent Language. New York: Doubleday [in English].
6. Hofstede G. (2010). Cultures and Organisations: Software of the Mind: Intercultural Cooperation and Its Importance for Survival. New York: McGraw Hill [in English].
7. Porter, R.E. & Samovar, L. A, eds. (1988). Intercultural Communication: A reader. Fifth edition. Belmong: Wadsworth Publishing Company.
8. Record labour participation: workforce gets older, better educated and more female. https://www.ecb.europa.eu/press/blog/date/2023/html/ecb.blog231108~8a96e44be0.en.html
9. Research: How Cultural Differences Can Impact Global Teams. https://hbr.org/2021/06/research-how-cultural-differences-can-impact-global-teams
10. Samovar, L. A., Porter, R. E., McDaniel, E. R., & Roy, C. S. (2013). Communication between cultures. 8th ed. Boston, MA : Wadsworth Cengage Learning
11. Trager, G., Hall, E. (1954). Culture as Communication: A Model and Analysis // Explorations: Studies in Culture and Communication, Vol. 3. Pp. 149–176
12. Triandis Н.С. (1983). Essentials of Studying Cultures. / In book: Handbook of Intercultural Training. In book: Handbook of Intercultural Training. 484 p.
Citations
1. Бесараб Т. П. Схід та захід: проблеми міжкультурної комунікації у ділових стосунках. Актуальні проблеми слов'янської філології. 2013. Випуск XXVII. Частина 2. С. 563-568. URL: https://dspace.nlu.edu.ua/bitstream/123456789/3799/1/Besarab_ 563_568.pdf (дата звернення: 10.03.2024)
2. Кривобок К. В., Канова О. А., Котельникова Ю. М. Проблеми розвитку крос-культурного менеджменту в міжнародному бізнесі. Український журнал прикладної економіки та техніки. 2023. Том 8. № 1. С. 202-207. URL: https://doi.org/10.36887/2415-8453-2023-1-29 (дата звернення: 05.03.2024)
3. Орлова А. А., Немченко Т. А. Крос-культурний менеджмент в умовах цифровізації міжнародного бізнесу. ІТ екосистема: цифровізація бізнес-процесів в умовах війни : матеріали І Всеукраїнської науково-практичної інтернет-конференції, 23-24 листопада 2023 р., м. Івано-Франківськ : ЗВО «Університет Короля Данила», 2023. С. 92-93.
4. Тодорова Н.Ю. Кроскультурний менеджмент : навчальний посібник. Донецьк : ДонНТУ, 2008. 330 с.
5. Hall Е. The Silent Language. New York: Doubleday, 1959. 240 p.
6. Hofstede G. Cultures and Organisations: Software of the Mind: Intercultural Cooperation and Its Importance for Survival. New York: McGraw Hill, 2010. 576 p.
7. Porter, R.E. & Samovar, L. A, eds. Intercultural Communication: A reader. Fifth edition. Belmong: Wadsworth Publishing Company, 1988. 340 р.
8. Record labour participation: workforce gets older, better educated and more female. URL: https://www.ecb.europa.eu/press/blog/date/2023/html/ecb.blog231108~8a96e44be0.en.html (дата звернення: 12.07.2024 )
9. Research: How Cultural Differences Can Impact Global Teams. URL: https://hbr.org/2021/06/research-how-cultural-differences-can-impact-global-teams (дата звернення: 12.03.2024)
10. Samovar, L. A., Porter, R. E., McDaniel, E. R., & Roy, C. S. Communication Between Cultures. 8th ed. Boston, MA : Wadsworth Cengage Learning, 2013. 432 p.
11. Trager, G., Hall, E. Culture as Communication: A Model and Analysis // Explorations: Studies in Culture and Communication, Vol. 3. 1954. Pp. 149–176.
12. Triandis Н.С. Essentials of Studying Cultures. / In book: Handbook of Intercultural Training, 1983. 484 p.
Copyright (c) 2024 Anna Orlova
The Role of Digitalization in the Development of Intercultural Business Communication
About the Authors
Anna Orlova, Associate Professor, PhD in Economics (Candidate of economic sciences), Associate Professor of the Department of Economics, Management and Commercial Activity, Central Ukrainian National Technical University, Kropyvnytskyi, Ukraine. ORCID: https://orcid.org/0000-0002-6659-0571, e-mail: orlovaaa@kntu.kr.ua
Abstract
Keywords
Full Text:
PDFReferences
1. Besarab, T.P. (2013). East and West: problems of intercultural communication in business relations. Aktualni prolemy slovianskoi filologii, XXVII, 2. https://dspace.nlu.edu.ua/bitstream/123456789/3799/1/Besarab_563_568.pdf [in Ukrainian]
2. Kryvobok, K. V., Kanova, О. А., & Kotelnykova, U. М. (2023). Problems of cross-cultural management development in international business. Ukrainskyi zhurnal prykladnoi ekonkmiky ta tekhniky, 8, 1. http://repository.hneu.edu.ua/handle/123456789/29757 [in Ukrainian] https://doi.org/10.36887/2415-8453-2023-1-29
3. Orlova, А. А., & Nemchenko, Т. А. (2023). Cross-cultural management in conditions of digitalization of international business. IT ekosystema: tsyfrovizatsia biznesprotsesiv v umovakh viiny: materialy Vseukrainskoi naukovo-praktychnoi internet-konferentsii (pp. 92-93). Ivano-Frankivsk: ZVO "King Danylo University" [in Ukrainian].
4. Todorova, N. U. (2008). Cross-cultural management: a study guide. Donetsk: DonNTU [in Ukrainian].
5. Hall Е. (1959). The Silent Language. New York: Doubleday [in English].
6. Hofstede G. (2010). Cultures and Organisations: Software of the Mind: Intercultural Cooperation and Its Importance for Survival. New York: McGraw Hill [in English].
7. Porter, R.E. & Samovar, L. A, eds. (1988). Intercultural Communication: A reader. Fifth edition. Belmong: Wadsworth Publishing Company.
8. Record labour participation: workforce gets older, better educated and more female. https://www.ecb.europa.eu/press/blog/date/2023/html/ecb.blog231108~8a96e44be0.en.html
9. Research: How Cultural Differences Can Impact Global Teams. https://hbr.org/2021/06/research-how-cultural-differences-can-impact-global-teams
10. Samovar, L. A., Porter, R. E., McDaniel, E. R., & Roy, C. S. (2013). Communication between cultures. 8th ed. Boston, MA : Wadsworth Cengage Learning
11. Trager, G., Hall, E. (1954). Culture as Communication: A Model and Analysis // Explorations: Studies in Culture and Communication, Vol. 3. Pp. 149–176
12. Triandis Н.С. (1983). Essentials of Studying Cultures. / In book: Handbook of Intercultural Training. In book: Handbook of Intercultural Training. 484 p.
Citations
1. Бесараб Т. П. Схід та захід: проблеми міжкультурної комунікації у ділових стосунках. Актуальні проблеми слов'янської філології. 2013. Випуск XXVII. Частина 2. С. 563-568. URL: https://dspace.nlu.edu.ua/bitstream/123456789/3799/1/Besarab_ 563_568.pdf (дата звернення: 10.03.2024)
2. Кривобок К. В., Канова О. А., Котельникова Ю. М. Проблеми розвитку крос-культурного менеджменту в міжнародному бізнесі. Український журнал прикладної економіки та техніки. 2023. Том 8. № 1. С. 202-207. URL: https://doi.org/10.36887/2415-8453-2023-1-29 (дата звернення: 05.03.2024)
3. Орлова А. А., Немченко Т. А. Крос-культурний менеджмент в умовах цифровізації міжнародного бізнесу. ІТ екосистема: цифровізація бізнес-процесів в умовах війни : матеріали І Всеукраїнської науково-практичної інтернет-конференції, 23-24 листопада 2023 р., м. Івано-Франківськ : ЗВО «Університет Короля Данила», 2023. С. 92-93.
4. Тодорова Н.Ю. Кроскультурний менеджмент : навчальний посібник. Донецьк : ДонНТУ, 2008. 330 с.
5. Hall Е. The Silent Language. New York: Doubleday, 1959. 240 p.
6. Hofstede G. Cultures and Organisations: Software of the Mind: Intercultural Cooperation and Its Importance for Survival. New York: McGraw Hill, 2010. 576 p.
7. Porter, R.E. & Samovar, L. A, eds. Intercultural Communication: A reader. Fifth edition. Belmong: Wadsworth Publishing Company, 1988. 340 р.
8. Record labour participation: workforce gets older, better educated and more female. URL: https://www.ecb.europa.eu/press/blog/date/2023/html/ecb.blog231108~8a96e44be0.en.html (дата звернення: 12.07.2024 )
9. Research: How Cultural Differences Can Impact Global Teams. URL: https://hbr.org/2021/06/research-how-cultural-differences-can-impact-global-teams (дата звернення: 12.03.2024)
10. Samovar, L. A., Porter, R. E., McDaniel, E. R., & Roy, C. S. Communication Between Cultures. 8th ed. Boston, MA : Wadsworth Cengage Learning, 2013. 432 p.
11. Trager, G., Hall, E. Culture as Communication: A Model and Analysis // Explorations: Studies in Culture and Communication, Vol. 3. 1954. Pp. 149–176.
12. Triandis Н.С. Essentials of Studying Cultures. / In book: Handbook of Intercultural Training, 1983. 484 p.