Роль цифровізації у розвитку міжкультурної ділової комунікації
The Role of Digitalization in the Development of Intercultural Business Communication

Summary/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.

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