The Specifics and Importance of Cultural Dimension of the Modern East-West International Business Management and Its Changing Content in Post Virus Pandemic Phase (Some Trends and Observations)

Abstract

The author of the article underlines the increasing importance of knowledge of the cultural dimension in modern international business relations, considering wider and narrower (practical) approaches to this topic. The openness of newly emerging markets in developing countries, primarily in Asia, and the development of informational technologies and trade, have brought better opportunities for the global economic East-West partnership, in parallel, according to the author’s opinion, to an underestimation of the specifics of the cultural component of business relations, especially when the number of actors, geography of countries, regions and range of business cultural experiences is steadily expanding. 2019 Virus Pandemic Crises followed by advancing of Digital Economy ,, and reduction of direct face to face business negotiations, limited time for cultural experiences exchanges, alongside with substantial amendments in business etiquette and in other fields of business management will bring new challenges forinternational business community. The furtherstudy of the mentioned topic will certainly contribute to an improvement in the modern business culture and reduce the risk of failed business activity both at the governmental and corporate levels.