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Introduction
Thedevelopmentoftoday’sglobaleconomyhasbeeninfluencedbytwo
processes–internationalizationandglobalization.Thephenomenatheyinduce
meananincreaseofbusinessconnectionsbetweenindividualmarketsand
regions,whichinconsequenceoftenbringstheneedtofaceuptotheexisting
culturaldifferences.Inspiteofthepronouncementsmadeearlierbysome
economists,globalizationhasnotledtothestandardizationofbehaviourand
homogenizationofmarkets.Therefore,ithasbecomenecessarytoinclude
culturalaspectsbyentitiesinvolvedininternationalbusinessandtobecapable
ofcopingwiththechallengesresultingfromculturaldifferences.Thisapplies
notonlytothebiggestplayers–transnationalcorporations–butalsotosmall
andmediumcompanies.
DutchscientistGeertHofstede,whocanbeacknowledgedasthepioneerin
researchontheinterculturalgroupsandorganizations,ratherpointedlynoted
that:Cultureisfarmoreoftenasourceofconflictthansynergy.Culturaldifferencesare
atbestanuance,andatworst,adisaster.Itseemsthatthissentenceaptlyshows
thenatureoftheproblem.Theculturalenvironmentandculturaldifferences
existinginindividualmarketsincrediblycomplicateinternationalbusiness
activity.However,theirstudyandskilfulusecanbecomeafactorcontributing
toasuccessfulentryintoforeignmarkets.InreferencetoHofstede’ssuggestion,
itisworthnotingthatknowledgeofculturalconsiderationsmaybeperceivedby
someasamerenuance,butitfrequentlyhasadecisiveinfluenceonthesuccess
ofbusinessoperations.Atthispoint,oneshouldalsorecallthecommentmade
bySamuelP.Huntington,thateveninthisglobalizedworldculturematters;
fortunately.
Itseemsthatculturalconsiderationsgaininparticularimportanceregarding
Polishcompanieswhichpossessrelativelymodestexperienceinforeignmarkets,
andtheirmainareaofbusinessactivitystillremainswithintherelativelywell-
knownEuropeanculture.ActivitiesinAsianandAfricanmarketsrequiremuch
greaterknowledgeandappreciationofculturaldiversity,andundoubtedly
constituteaseriouschallenge.
Themainobjectiveofthistextbookistoshowculturalaspectsandtheir
influenceofconductingbusinessinternationally.Theauthorsaimedatproviding