In contemporary global environment of international business, culture and differences arising from culture play an immense role. In the face of the specific character of business in the XXI century, complicated net of international connections, tightening cooperation between countries and economies, perfectly functioning international transport, still galloping technological development, only those managers who understand cultural differences and who know how to derive from the wealth offered by culture are successful. They possess a significant advantage over those for whom cultural differences are just a minor issue in their global business.
If we want to be effective as organizations and individuals acting within their frameworks we have to learn to think and manage in a culturally competent way. We should get to know cultural values and differences, barriers and problems stemming from them. Never before has the need for intercultural aspects of management been so great. Joint ventures, license agreements, takeovers, contracts having place between partners from discrepant cultures require a great cultural sensitivity from managers. The vision of Marshal McLuhan’s global village has become an everyday life where people from the farthest corners of the world meet face to face. In order to become competitive organizations require certain tools which will allow them to use the ubiquitous cultural heterogeneity effectively.
Aims of the Congress
Comparing and contrasting different views on the theory and practice of international management.