Dalibor Misirača – University of Travnik, Bosnia and Hercegovina
Dragan Gnjatić – University of Travnik, Bosnia and Hercegovina

DOI: https://doi.org/10.31410/ITEMA.2019.197

With the internationalization of business and the fact that many organizations are expanding
into multiple different countries, it is important that managers understand the impact of national culture
on businesses. National culture determines the rules that determine how businesses operate in a
social context. There are different cultures in the world today, so, from the point of view of international
management it is very important to understand their influence on thinking, beliefs, behaviors, perceptions,
managers’ attitudes, their stereotypes, ideology, approach to strategy formulation, decision making,
attitude towards risk, attitude towards cooperation and competition, orientation towards stability
or innovation, and tendency towards change. The primary role of intercultural management is based on
the creation of patterns that will follow the flow of national specificity in the field of international business.
The aim of this scientific discipline is based on achieving better integration of different peoples
and raising the level of tolerance in international business. The commonly used foreign trade analysis
indicators in international business rely on import-export components and their volume. The purpose
of this paper is to show, in addition to basic indicators of trade, the extent to which the multicultural
effect has contributed to the development of trade relations of individual countries and to determine the
possibility of creating conditions for optimal business in the globalization world. The methodology of
work will be based on research of customer orientation and their preferences for individual products in
accordance with primary indicators and indicators based on intercultural bases.

Keywords

Intercultural, Management, Trade, Globalization.

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