The Impact of Culture on International Business Operations

Zahvaljujući globalizaciji, na tržištu je omogućeno slobodno kretanje kapitala. Jednako tako, omogućeno je slobodno kretanje dobara, podataka i ljudi kroz ukidanje granica. Međunarodno poslovanje danas je cilj svake organizacije neovisno o njezinoj veličini. Organizacijama međunarodno poslovanje donosi mnoge pozitivne strane, ali nažalost i one negativne. U procesu međunarodnog poslovanja potrebno je poznavati različite kulturne vrijednosti, kao i načine ponašanja i poslovnu praksu. Od velike je važnosti stav i znanje menadžera. Ukoliko menadžer ima namjeru biti uspješan u uvjetima globalnog poslovanja, potrebna je njegova prilagodba i otvorenost prema različitim kulturama. S poslovne strane, kultura se može promatrati putem obilježja jedinstvene i prepoznatljive organizacijske kulture. Danas se sve više pažnje pridaje kulturnim vrijednostima, kao i razumijevanju razlika u kulturi. U globaliziranom svijetu, poznavanje različitih kultura postao je preduvjet poslovnog opstanka na globalnom tržištu. Također, postaje preduvjet uspješnog poslovanja općenito. Tema ovog rada odnosi se na analizu utjecaja kulture na međunarodno poslovanje. U radu, autorica definira međunarodno poslovanje i utjecaje kulture, a potom analizira poduzeće British American Tobacco.Thanks to globalization, the free movement of capital was enabled on the market. Equally, the free movement of goods, data and people is enabled through the abolition of borders. International business today is the goal of any organization regardless of its size. International business organizations bring many positive, but unfortunately, negative ones. In the process of international business, it is necessary to know different cultural values as well as ways of behavior and business practice. The attitude and knowledge of managers is of great importance. If a manager intends to be successful in the conditions of global business, his adaptation and openness to different cultures is needed. From a business point of view, culture can be viewed through the features of a unique and recognizable organizational culture. Today, more attention is paid to cultural values as well as to understanding the differences in culture. In a globalized world, knowledge of different cultures has become a prerequisite for business survival on the global market. It also becomes a precondition for successful business in general. The topic of this paper refers to the analysis of the influence of culture on international business. In this paper, the author defines the international business and the influence of culture, and then analyzes the British American Tobacco company