To study the phenomenon of cultural difference and diversity and to establish its influence on efficiency of the international business is the most important problem. The present problem occupies a wide space in the theory and practice of management of the international companies. Within last periods many scientific studies were dedicated to research of the present problem. Despite this, the theories existing in this sphere, as a rule, are limited with specifying the influence of cultural determinants on the international business. Along with this, the present problem has many aspects and to understand how the managers turn the process of transformation of the knowledge on culture into a competitive advantage of a company, it is necessary to establish new approaches in the existing theory of management.

The present article, based on the analysis and generalization of the theoretical approaches existing in the field of influence of the cultural relations on the international business, substantiates the need for passing from the statistical measurement of culture to dynamic construction – “perception prism” of the reality, which is used by its carrier to form the fundamentals of unified codification of knowledge. The paper presents a new conceptual model, gives possibility to assess theoretical relevance and practical application of the suggested approaches.


cross-cultural management, company, competitive advantage, knowledge, new model.


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