IMPACT OF CULTURE ON INTERNATIONAL BUSINESS IN THE CASE OF JAPAN, BRAZIL AND RUSSIA

Kultura ima močan vpliv na mednarodno poslovanje, ima vedno večji vpliv na medkulturna pogajanja in velja za spremenljivko, ki ne sme biti zanemarjena. Kultura je celota, ki vključuje znanje, prepričanja, vrednote, moralo, zakone, običaje in je način skupnega življenja vsakega naroda. Poznavanje kulture je ključ, brez katerega podjetniki ne morejo odklepati vrat v mednarodno poslovnem okolju. V diplomski nalogi smo opredelili pojem kulture in predstavili njene značilnosti in sestavine. Opredelili smo poslovna pogajanja v mednarodnem poslovnem okolju, predstavili proces pogajanj, strategije pogajanj in komunikacijske ovire v mednarodnih poslovnih pogajanjih. V nadaljevanju smo predstavili različne pristope k proučevanju medkulturnih razlik, ki so jih razvili posamezni avtorji, kot so Hofstede, Gesteland, Weiss in Strip ter Edward Hall. Predstavili pa smo tudi kulturni šok, faze kulturnega šoka in kako zmanjšati kulturni šok, katerega doživi poslovnež, ki se je soočil z novim okoljem. Ob koncu diplomskega dela smo predstavili vpliv kulture na mednarodno poslovanje na primeru držav Japonske, Brazilije in Rusije za tri slovenska podjetja Lesimpex d.o.o., Le-Tehnika d.o.o. in Iskratel d.o.o.. Ugotovili smo, da se načini komuniciranja v različnih kulturah razlikujejo in da je potrebno natančno preučiti kulturo s katero poslujemo in se prilagoditi njihovim kulturnim značilnostim in poslovnemu protokolu. Kulture so se razlikovale že pred desetletji in se bodo tudi v prihodnje, zato bomo z upoštevanjem teh razlik poskrbeli za uspeh posameznega podjetja.Culture has a strong impact on international business, has an increasing impact on intercultural negotiation, and is a variable that must not be neglected. Culture is a whole which includes knowledge, beliefs, values, morality, laws, traditions and way of living of each nation. Knowledge of culture is the key, without which entrepreneurs can not unlock the door in the international business environment. In this thesis, we have defined the concept of culture, and presented its features and components. We have defined the business negotiations in the international business environmentwe have presented the process of negotiations, negotiation strategies and communication barriers in international business negotiation. In addition, we have presented different approaches to the study of intercultural differences, which are developed by individual authors, such as Hofstede, Gesteland, Weiss and Strip, and Edward Hall. We have also presented a cultural shock, cultural shock phases and how to reduce the culture shock, which experience a businessman who is faced with new surroundings. At the end of the thesis, we have presented the impact of culture on international business in the case of Japan, Brazil and Russia for three Slovenian companies Lesimpex., Le-Tehnika and Iskratel. We have found that the ways of communication in different cultures differ and we need to carefully consider the culture in which we operate and adapt to their cultural characteristics and business protocol. Cultures differed decades ago and they also will in the future, and that is why we will by considering these differences provide the success of the business