Capitolul 9 – Rolul procesului comunicativ în afacerile internaționale prin prisma mediului cultural

Abstract

This article presents the evolution and identification of the cultural environment that plays an important role in international marketing and on the consumer, respectively, the impact of the cultural environment on the national market. The cultural environment in international marketing plays an important role in the case of internationalization of the company that generates openness in an environment marked by markets, especially for emerging economies. Increasingly, transnational companies seek to collaborate and communicate as much as possible with their subsidiaries in different countries. To make the need for communication in an international context more efficient, common production, management and marketing strategies are being developed. Communication at the international level must take into account cultural differences between countries, differences regarding behavioral standards that local partners consider familiar and, in general, naturally applicable in their business environment. JEL: M00, Q59