SPECIAL FEATURES OF INTERCULTURAL COMMUNICATION IN PR AND CONTEMPORARY BUSINESS RELATIONS

ROUMJANA MODEVA

 

Abstract

In the article are announced the results of the actual research connected with the problems of intercultural business communication in Bulgaria. In the research are include 3 groups of people who works in the area of tourism, informational technology and corporations as Coca Cola, Sony, etc. The results show that problems of integration in the new intercultural business community and ways to overcome the “Culture Shock” and “Culture Assimilator” for successful business relationship in the new globalize world.

 

Key words

Intercultural business as PR; communication, integration, Long- term Operation, Uncertainty Avoidance, Individualism, Collectivism, xenophilia, ethnocentrism.

 

References

Х. Хофстеде. 2001. Междукултурното съструдничество и значението му за оцеляването, изд. „Класика и стил” ООД, С.
Д. Нэсбитт и П. Эбурдин. 1991. Мегатенденции: год 2000, изд. Москва.
www.e-view.pr-office.org.

 

Full Text: PDF (Bulgarian)