RAZUMIJEVANJE TAKSONOMIJA NACIONALNE KULTURE U POSLOVNOME OKRUŽJU
UNDERSTANDING OF NATIONAL CULTURE TAXONOMIES IN BUSINESS ENVIRONMENT

Summary/Abstract: The complex and globalized business practice as well as the intensive interaction of the companies with foreign markets pay special attention to the understanding of different national cultures. The culture of a nation has a huge influence onto the economic development and the structure of the economy, political happenings and legislation of the country, organizational culture as well as both internal and external manners of communication in the companies and onto the consumer behaviour. That is the reason why national culture has recently become one of the most investigated constructs in international business. Numerous research address the issues of intercultural business and communication and aquiring cultural inteligence. In order to understand the concepts related to international business in the context of globalization and in order to understand the importance of national culture, this paper presents a theoretical overview of the issues related to the importance of the construct of national culture in international business. On one hand we deal with the concept of culture. On the other hand we deal with the intercultural adjustment and national culture taxonomy described by Hall, Hofstede, Kluckhohn and Strodtbeck, Schwartz, Trompenaar and Hampden-Turner as well as Lewis. The paper presents a detailed overview and comparison of the mentioned national culture taxonomies.

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