Gordana Mušura – Faculty of Business and Tourism, Akademija znanja, Budva, Montenegro

DOI: https://doi.org/10.31410/ERAZ.2020.203

6th International Conference – ERAZ 2020 – KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT,  Online/virtual, May 21, 2020, CONFERENCE PROCEEDINGS

Published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

Conference partners: Faculty of Economics and Business, Mediterranean University, Montenegro; University of National and World Economy – Sofia, Bulgaria; Faculty of Commercial and Business Studies – Celje, Slovenia; Faculty of Applied Management, Economics and Finance – Belgrade, Serbia

ISSN 2683-5568, ISBN 978-86-80194-33-2, DOI: https://doi.org/10.31410/ERAZ.2020



The purpose of this paper is to consider the importance of understanding cultural dimensions
of communication and what role they play in developing cultural awareness among managers
working in international companies with a whole variety of employees from different countries and with
different cultural backgrounds. That is why international managers need to be trained to become aware
of cultural and social differences and to be able to act in an appropriate way and cope with problems
if it is necessary, especially in these disruptive and risk-averse times, caused by Covid-19 virus and a
pandemic crisis. They also need to understand some specific non-verbal ways of communication that
might cause misunderstandings or create unpleasant situations. Therefore, non-verbal communication
as a special aspect of cultural dimensions of communication is analyzed and the most common problems
that occur among people who come into contact at the international business level are pointed out
with the aim of avoiding or minimizing them.

Key words

Intercultural communication, Non-verbal communication, Human resource Global managers,
Cultural misunderstanding and shock.


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