CROSS-CULTURAL ASPECTS OF BEHAVIOR IN INTERNATIONAL BUSINESS

It is noted that knowledge of all cross-cultural aspects of behavior in international business, namely understanding the national characteristics of people's behavior in different countries, value systems, negotiation patterns, traditions and customs, increase business efficiency and enable mutual understanding during business negotiations and meetings.The article considers the approaches to determining the role of the cultural factor, the importance of national culture in planning international activities and conducting international business. It is considered that religion seriously affects the nature of business relations, moral attitudes of employees, appearance, consumer behavior and work schedules. The parameters that allow to identify cultural differences between countries are considered and a number of universal elements of behavior in international business, knowledge of which is important for effective cooperation and communication. The significant influence of cross-cultural aspects of behavior on activities in international business is determined. The necessity of research of such parameters of national culture as religion, language, attitude to formalities and importance of personal space in business relations is substantiated. It is also noted that an important parameter in doing business is language. Knowledge of the language of foreign partners increases the efficiency of communication, promotes better communication.It is indicated that an important parameter is the understanding of social and personal space. After all, in different countries there is a certain business distance between the partners, which must be observed in order not to create certain inconveniences. The importance of international business etiquette and its main categories is revealed, as well as the code of business communication, ie a number of rules that must be followed to establish strong relationships between foreign partners. Knowing all the cultural features of the partner country will allow you to establish a strong business relationship. Having studied the parameters that determine the cultural features of the country, a number of universal elements that need to be known to establish cooperation at the international level are presented.