Managing cultural differences in business: identity versus otherness

Abstract

The article aims at reviewing the internationalization and globalization trends and their relationship to culture in its general meaning. Political aspects of change in the late twentieth century and the new Millennium are discussed here with regards to Post-totalitarian countries. The processes of European cohesion influence the business culture in the local contexts, as part of the EU market and the ability to maintain intercultural dialogue, providing a broader perspective for future cooperation. The article examines the effect of culture on various sectors of activities in Lithuania, as compared to the teachings of basic researchers in culture and cultural differences. In addition, competences of International business communication are included as important topics here. Particular attention is paid to the tools of international collaboration required nowadays. Finally, the conclusions are suggested on what skills should be gained for global managers to be able to work on the international arena.