Original scientific paper
BUSINESS COMMUNICATION IN AN INTERCULTURAL ENVIRONMENT: THEORETICAL APPROACHES AND CHALLENGES OF CONTEMPORARY BUSINESS PRACTICE
Antonia Tomaš
; University North, Varaždin, Croatia
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* Corresponding author.
Abstract
The contemporary business environment is characterized by intensive international networking among organizations and increasingly frequent interactions among members of different cultural communities, making intercultural communication a key factor in successful business communication. Differences in language, value systems, communication styles, and social norms directly affect the quality of cooperation, decision-making processes, and the development of trust in international business settings. This paper aims to provide a theoretical analysis of the relationship between language and Culture in business communication and to present key models that explain communication differences across cultures. Special attention is given to DuBrin's cultural dimensions, Hall's concept of high- and low-context cultures, and the models of monochronic and polychronic orientations toward time and space. The study is based on a theoretical–conceptual analysis and a review of relevant international scientific literature indexed in the Web of Science and Scopus databases, applying methods of content analysis, comparative analysis, and synthesis. As an illustration of the practical application of these theoretical frameworks, the "Go Local" strategy is discussed using Toyota's business model as a case study. The findings indicate that cultural intelligence represents a key competence of contemporary business communicators. At the same time, successful intercultural communication requires flexibility, cultural sensitivity, and the adaptation of communication styles to local cultural expectations. Therefore, intercultural communication is confirmed as an integral component of modern business communication and long-term organizational success.
Keywords
business communication; intercultural communication; language and culture; cultural intelligence; high- and low-context cultures; "Go Local" approach.
Hrčak ID:
350201
URI
Publication date:
30.12.2025.
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