THE ROLE OF NATIONAL CULTURE IN CONTEMPORARY BUSINESS ENVIRONMENT

Together with the new millennium, the global economy that is "world without borders" has become an everyday way of modern business. In order to fulfil the task given to them, the employees of around the globe are working together. Modern technology, new ways of communication, technology and information transfer has enabled us that such a business is easy and affordable. The emerging trend of multinational corporations and their increasing power in global economy have led to the fact that we work and communicate globally each day - our business partners, suppliers and customers are located all over the world, and this became our reality. Given the large number of contacts, the successful use of cultural diversity has become an important area of management. Although this area is still emerging, it is an area of vital importance to the management of people and processes in the modern economy; of particular importance to the global managers who work for multinational corporations located in different countries. Not just managers, but all people doing business globally or just communicating globally, should take into account the culture as an aspect of business, and take advantage of all the resources that can international environment provide. The aim of this paper is to show that the understanding of cultural roots of human behaviour is important not just for managers and management style - it goes beyond it, and reflects its impact on other organizational functions too