INTERCULTURAL DIFFERENCES BETWEEN AUSTRIA AND CROATIA IN THE CONTEXT OF BUSINESS COMMUNICATION

Abstract

Purpose: The globalization of economy in the context of adaptation and successful communication within the EU emphasizes the importance of perceiving and adapting to intercultural diversity in order to achieve business success. This paper analyzes the notion of interculturalism from the aspect of observing business relations. It emphasizes the perception of intercultural outcomes of business cooperation. In the focus were specific characteristics of Croatia and Austria, countries geographically close, but with many diversities.

Methodology: The research tasks were to determine the phenomena of business intercultural interaction, obstacles in intercultural communication and the dimensions of cultural values ​​according to Hofstede. Respondents’ attitudes were examined by a survey containing 18 statements. The respondents had experience in Croatian-Austrian intercultural business relations. Three hypotheses were formulated following the idea that even though the two countries share a part of history and have built rich cooperation, there are significant differences that may be of importance for business communication.

Results: The first hypothesis suggested higher business formality in the Austrian culture, whereas results show that the attitude towards formality is equal.  The Croatian culture lacks intercultural experience, which makes it less adaptable. Equality in gender relations was confirmed. These limitations mostly apply to a small sample showing small differences as it is a preliminary study.

Conclusion: The research provides a foundation for a broader and deeper survey that will provide guidelines for understanding intercultural communication and its rules.