THE IMPACT OF CULTURE ON INTERNATIONAL BUSINESS

Abstract

In today’s globalized business environment, understanding and respecting cultural differences has become essential for successful international business. This paper explores how culture influences various aspects of business activities between countries, including communication, negotiation, leadership style, decision-making, and organizational structure. Through the analysis of case studies and practical examples, the paper shows how a lack of understanding of cultural norms can lead to misunderstandings, conflicts, and even the failure of business ventures, while cultural competence can contribute to building trust, more effective cooperation, and long-term success in the international market.