EFFECTIVE CREATIVE INTERCULTURAL COMMUNICATION IN THE CONTEXT OF BUSINESS INTERACTION: THEORETICAL AND PRACTICAL ASPECTS

Abstract

Although various aspects of intercultural communication have been addressed in the works of various authors, there is still a lack of works that describe intercultural communication from the new viewpoint – in terms of effective intercultural business interaction, theoretical analysis of models of the classification of cultures, and combination of theoretical and practical insights in overcoming the obstacles of intercultural interaction. There is also a lack of works that highlight creativity as an integral part of cross-cultural business communication. In the belief of the author of the article, without a close synthesis of these aspects, it is impossible to understand in detail the meaning of effective intercultural business interaction. Purpose of the article – to analyse theoretical and practical aspects of effective cross-cultural business communication based on creativity. In the article, through the use of the models of the classification of cultures of various researchers from around the world (Richard R. Gesteland, Edward T. Hall, Richard D. Lewis, Geert Hofstede, Gert Jan Hofstede, Michael Minkov, Shalom H. Schwartz), the aspects of multiculturalism in the context of intercultural business interaction are highlighted. The work analyses creativity as an integral part of effective cross-cultural business communication. The publication also describes the barriers in the intercultural interaction and ways to overcome it. Research methods used in the work: systematic, comparative, logical analysis and synthesis of scientific literature.