The internationalization of business and the economy in all its attendant benefits, however, has turned into a global problem. Enterprises are increasingly becoming international, and business schools are increasingly emphasizing the requirement to internationalize the views of managers. In respect of existing organizations, this means the need to consider differences in national cultures.

Business goes far beyond national boundaries, drawing into its orbit increasing number of people from different cultural outlook. As a result of cultural differences begin to play an increasingly important role in organizations and stronger influence on the marginal efficiency of business operations. Hence, there are cross - cultural issues in international business - the contradictions at work in the new social and cultural conditions due to differences in thinking patterns between groups of people. Formation of the human mind is influenced by the knowledge, belief, art, morals, law, custom and any other capabilities and habits acquired by the company in its development process. Feel these differences can only be merged with the new company - an excellent carrier of culture.

In international business, cultural environment factors create the greatest difficulties. That is why the correct assessment of the differences of national cultures and their adequate records are becoming more and more important. Take into account the factors of the cultural environment also makes a complex and multi-level structure of a culture that determines the diversity of its functions in the life of every society. Distinguished informational, cognitive, normative, symbolic function and value of culture.

Information function of culture is that culture is a complex system of signs, stands the only means of conveying social experience from generation to generation, from age to age, from one country to another. It is no accident culture is considered a social memory of humanity.

Cognitive function are closely related to the first and, in a sense, follows from it. Culture, concentrated in itself the best social experience of many generations of people, acquires the ability to accumulate a wealth of knowledge about the world and thereby create opportunities for his learning and development. It can be argued that the public intellectual as much as the rich use the knowledge contained in the cultural gene pool of humanity. All types of society significantly differ primarily on the basis of. Some of them have demonstrated a remarkable ability through culture, through culture to take the best that has been accumulated by people and put himself at the service. They (Japan, for example) show the enormous dynamism in many areas of science, technology and production. Others are not able to use the cognitive functions of culture, still inventing "the wheel", and thus doom themselves to social retardation and anemia.

The regulatory function is primarily concerned with the definition of the various parties, the types of public and private activities of people. In the world of work, life and interpersonal relationships culture somehow influences on people's behavior and regulate their behavior, actions, and even a selection of some of the material and spiritual values. This feature is supported by such cultural normative systems as morality and law.

Sign function of culture is the most important in the culture system. Representing a system of signs, culture involves knowing its possession. Without studying the relevant sign systems capture the benefits of culture is not possible. Thus, the language (oral or written) is a means of communication between people. Literary language acts as a vital means of mastering the national culture. Specific knowledge of languages ??necessary for the special world of music, art and theater.

Value - function reflects the fundamental condition of the goods of culture. Culture as a certain system of values ??forms of human well-defined needs and value orientation. According to their level and quality of people often judge the degree of culture of a particular person.

Thus, the culture - is a multifunctional phenomenon. But all functions anyway sent to one - to the human development.

Any business related to the system of relations between people and to succeed in the international market, which is primarily made ??up of people, we must learn to understand the process of formation of the human person, that is, the process of "entering " into culture, assimilation of knowledge, skills, norms, communication, social experience. Knowing this, you can understand many things at the market.

In terms of geographical, spatial, the international market, the largest in the world, as there is an opportunity to sell products and services in many countries. The territorial boundaries do not play any role, much more important than cultural boundaries that divide the world. You can sell the same goods and services in the vast territory, but it is important in this case consider the significant differences between users of different cultural areas. That is why it is important to first understand the structure of cross - cultural issues, that is, to characterize the variables that shape the cultural environment of international business. This will provide a degree of visibility - a clear understanding of cross - cultural issues and ways to improve the international management.

The word culture is perceived in different ways: at the level of ordinary consciousness - as a set of manners and customs, and among sociologists and cultural studies, in accordance with the definition of culture as "a specific mode of organization and development of human life represented by the products of material and mental labor in the system social norms and institutions, spiritual values , combined relationship of people to nature, to each other and to ourselves. "

To understand the essence of culture is possible only through the prism of human activities, the peoples of the planet. Culture does not exist outside of man. It was originally associated with a person and is generated by the fact that he is constantly striving to look for the meaning of his life and work and, on the contrary, there is no society or social group, or a person without culture, without culture. In a culture reveals the spiritual world, his "essential powers" (abilities, needs, outlook, knowledge, skills, social feelings, etc.). Thereby culture acts as a measure of the implementation and development of the human nature in the course of its social activities, "as the measure of man." By creating a product material or spiritual, man objectified in it himself, and not only its social nature, but to some extent their individuality.

Anyone coming and living in this world, first of all masters of the culture that has been created before it, and thereby develops a social experience gained by his predecessors. Culture, its values lie necessarily on a particular person's personality, his character, mental makeup, temperament and mentality. But at the same time a person contributes to the cultural layer and, therefore, enriches, fertilizes, improves it.

Culture - is a very difficult, multi-tiered system.

For professionals involved in its structuring, there are many difficult problems, many of which have not been overcome yet. Probably all of this was the basis for the structure of culture to count one of the most difficult. On the one hand, it is accumulated by society's material and spiritual values, the layering of eras, ages and nations, fused together. On the other - it is a "living" human activity, based on the legacy left by generations of our family in 1200, fertilizing and transmit this heritage to those who will replace the currently living.

Nevertheless, the structuring of culture, sound and logically reconciled, perhaps. For this reason it is important to identify such a division. Today is usually classified according to its culture medium. Depending on this, quite rightly, above all to identify global and national culture. World culture is a synthesis of the best achievements of all national cultures of the peoples of our planet.

National culture, in turn, supports the synthesis of cultures of different strata and groups of the society. The peculiarity of the national culture, its uniqueness and originality known as manifested in the spiritual (language, literature, music, art, religion), and in the material (especially economic system, economic management, tradition of labor and production) spheres of life and activity.

Using these criteria were examined 40 countries and found eight cultural regions: north, English-speaking, German-, romanoyazychny more developed and less developed romanoyazychny, more developed Asian, less developed Asia, the Middle East. For example, the northern region is characterized by a short hierarchical ladder, high Masculinity, high degree of individualism and high degree of uncertainty. For the German-speaking group is characterized by the great length of the hierarchy, the high degree of uncertainty and masculinism and several lesser degree of individualism. In developing countries shows the great length of the hierarchy, masculinism high and low values of individualism and uncertainty.

However, such structuring of culture is difficult to apply directly to the international business where cultural differences are interesting sections on the one hand, the development of correct behavior executors of business software in the market, and on the other, to build a behavioral model of aggregate consumer as the end point of the movement of any explanation. To detect the interaction between culture and business look detailed and specific list of variables cross - cultural issues (Figure 1), which is situated between in the relationship and sometimes intersecting, nevertheless make it possible to structure the vast amount of material describing the cultural section of each local market. Such variables include the language, religion, social organization of society, its values and relationships, education, technology, law and politics, geography and art.

Language is, of course, the basis for the formation of human groups, as a means of expressing thoughts and feelings, a means of communication.

Accepted provide verbal and non-verbal language. The former include a system of graphic signs, organized respectively in speech or writing. Not only Latin American Spanish versions differ from that in Spain, but also different languages of the United States, Canada, Australia, the language of the United Kingdom. Ignoring this fact can lead at best to a misunderstanding.

Figure 1. Variable cross-cultural issues of international business.

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