National Business Cultures: Research Methodology, Content and Role in Provision of International Entrepreneurship
The object of analysis is a complex of methodological principles of economic comparative studies: the studies of national business cultures. The evolution of managerial, communicative and marketing approaches in their consideration is being comprehended. The definition of “national business cultures...
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irk-123456789-1690162020-06-02T01:26:07Z National Business Cultures: Research Methodology, Content and Role in Provision of International Entrepreneurship Chebotarov, Ie. Economic Theory and History The object of analysis is a complex of methodological principles of economic comparative studies: the studies of national business cultures. The evolution of managerial, communicative and marketing approaches in their consideration is being comprehended. The definition of “national business cultures” is substantiated and the essential phenomena, processes and developmental trends that are reflected in the definition are revealed. Об'єктом аналізу є сукупність методологічних положень економічної компаративістики: дослідження національних ділових культур. Усвідомлюється еволюція менеджерського, комунікативного та маркетингового підходів в їх розгляді. Обґрунтовується дефініція “національні ділові культури” і розкриваються сутнісні явища, процеси і тенденції розвитку, які в ній відображаються. Объектом анализа является совокупность методологических положений экономической компаративистики: исследование национальных деловых культур. Осознается эволюция менеджерского, коммуникативного и маркетингового подходов в их рассмотрении. Обосновывается дефиниция "национальные деловые культуры" и раскрываются сущностные явления, процессы и тенденции развития, которые в ней отражаются. 2019 Article National Business Cultures: Research Methodology, Content and Role in Provision of International Entrepreneurship / Ie. Chebotarov // Економічний вісник Донбасу. — 2019. — № 4 (58). — С. 30-33. — Бібліогр.: 15 назв. — англ. 1817-3772 DOI: 10.12958/1817-3772-2019-4(58)-30-33 http://dspace.nbuv.gov.ua/handle/123456789/169016 005.72:339.92 en Економічний вісник Донбасу Інститут економіки промисловості НАН України |
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Economic Theory and History Economic Theory and History |
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Economic Theory and History Economic Theory and History Chebotarov, Ie. National Business Cultures: Research Methodology, Content and Role in Provision of International Entrepreneurship Економічний вісник Донбасу |
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The object of analysis is a complex of methodological principles of economic comparative studies: the studies of national business cultures. The evolution of managerial, communicative and marketing approaches in their consideration is being comprehended. The definition of “national business cultures” is substantiated and the essential phenomena, processes and developmental trends that are reflected in the definition are revealed. |
| format |
Article |
| author |
Chebotarov, Ie. |
| author_facet |
Chebotarov, Ie. |
| author_sort |
Chebotarov, Ie. |
| title |
National Business Cultures: Research Methodology, Content and Role in Provision of International Entrepreneurship |
| title_short |
National Business Cultures: Research Methodology, Content and Role in Provision of International Entrepreneurship |
| title_full |
National Business Cultures: Research Methodology, Content and Role in Provision of International Entrepreneurship |
| title_fullStr |
National Business Cultures: Research Methodology, Content and Role in Provision of International Entrepreneurship |
| title_full_unstemmed |
National Business Cultures: Research Methodology, Content and Role in Provision of International Entrepreneurship |
| title_sort |
national business cultures: research methodology, content and role in provision of international entrepreneurship |
| publisher |
Інститут економіки промисловості НАН України |
| publishDate |
2019 |
| topic_facet |
Economic Theory and History |
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http://dspace.nbuv.gov.ua/handle/123456789/169016 |
| citation_txt |
National Business Cultures: Research Methodology, Content and Role in Provision of International Entrepreneurship / Ie. Chebotarov // Економічний вісник Донбасу. — 2019. — № 4 (58). — С. 30-33. — Бібліогр.: 15 назв. — англ. |
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Економічний вісник Донбасу |
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2025-07-15T03:46:08Z |
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2025-07-15T03:46:08Z |
| _version_ |
1837683094036938752 |
| fulltext |
Ie. Chebotarov
30
Економічний вісник Донбасу № 4(58), 2019
UDC 005.72:339.92 doi: 10.12958/1817-3772-2019-4(58)-30-33
Ie. Chebotarov,
PhD (Economics),
ORCID 0000-0001-5963-7637,
Luhansk Taras Shevchenko National University, Starobilsk
NATIONAL BUSINESS CULTURES: RESEARCH METHODOLOGY, CONTENT
AND ROLE IN PROVISION OF INTERNATIONAL ENTREPRENEURSHIP
Formulation of the problem. Analysis and sys-
tematization of economic facts, phenomena and deve-
lopmental trends of large organizations (enterprises; in-
stitutions; public, religious and political organizations,
etc.), individual countries and international institutions
gives theoretical and practical reasons to note that many
modern economic problems are largely predetermined
by the nature and characteristics of national business
cultures of various countries.
Thus, the complex interdisciplinary cognitive and
applied problem of comparative cross-cultural (intercul-
tural) studies arises, the basis of which is research in the
economic sphere – the development of systemic
knowledge about the content, forms of manifestation of
national business cultures and the use of acquired
knowledge in international entrepreneurship.
The basis of such studies is clarification of the
methodological aspects of the development of this inter-
disciplinary problem.
The level of development of the problem and its
least investigated aspects. The problem of national
business cultures is not sufficiently developed. This is
common to all countries however, in particular, this si-
tuation is characteristic of Ukraine and other countries
of the former USSR: scientific researches on this topic
are extremely few. To a certain extent, this originates
from the insufficient involvement of business structures
in the system of the international division of labor.
Herewith, issues of cross-cultural management are
considered to a somewhat greater extent [1; 2; 3]. Valu-
able significance demonstrates the analysis of ethno-
management [4]. The first attempts were made to ana-
lyze the problems and prospects of joint activities of do-
mestic entrepreneurs together with businessmen from
other countries in the markets of third countries [5; 6].
The main disadvantage of domestic studies of this
problem, which is also typical for authors of other coun-
tries, is the lack of a systematic approach. This is prede-
termined by insufficient attention to the development of
initial methodological aspects. Also, the connection
between existing developments and the real business
practices of modern business is poorly traced.
The purpose of the article is to analyze and ge-
neralize the evolution of the formation of scientific
knowledge of national business cultures, the identifica-
tion of the definition of “national business cultures” and
the disclosure of its essential content.
Statement of the main material. At the source of
the formation of scientific and practical knowledge of
national business cultures was a famous scientist, ma-
nager and practitioner from the Netherlands G. Hofstede
[7; 8]. In Western science, for his convincing contribu-
tion to the development of this problematics, which he
began to study in the sixties and seventies of the last
century, he is singled out as one of the hundred most
outstanding managers. Somewhat later, this kind of
scientific and practical development of these issues was
carried out by another outstanding representative of the
Netherlands – F. Trompenaars [9; 10].
Due to its objective relevance in the eighties and
nineties, the studies of this problematics were embodied
in rather large-scale developments in various branches
of economic science (although the predominant part of
them was devoted specifically to managerial aspects).
This became the basis for highlighting a new direction
in economics – comparative studies.
Economic comparative studies arose as a compar-
ative – cross-cultural management. The followers of
G. Hofstede and F. Trompenaars in the study of mana-
gerial aspects of national business cultures (they remain
the most developed in modern conditions in all coun-
tries) are R. Gill and A. Wong, H. Deresky, R. Lessem
and F. Neubauer.
In the nineties, systemic developments took place
in another area of research on national business cul-
tures – cross-cultural communications. Their purpose
was to clarify the peculiarities of communicative beha-
vior and interaction of representatives of different coun-
tries and cultures in business and public sectors. The
most authoritative representative of cross-cultural com-
munications research is a famous English scientist, prac-
titioner and business trainer R. Lewis [11; 12]. A notable
contribution to communication research in the field of
international entrepreneurship also made M. Guirdham,
M. Limaye and D. Victor.
Especially intensively at the beginning of the XXI
century a marketing aspects of national business cul-
tures began to be developed and formed as an indepen-
dent research area. In economic comparative studies, it
can be entitled as cross-cultural marketing. As repre-
sentatives of this trend can be outlined W. Keegan,
J.-C. Usunier, N. Holden. It seems that in the upcoming
years cross-cultural marketing will attract more and
more attention not only from theoretical scientists, but
also from practitioners.
Ie. Chebotarov
31
Економічний вісник Донбасу № 4(58), 2019
The most productive and original in the marketing
approach are the designs of C. Rapaille (French by na-
tionality and American by his current citizenship) [13;
14]. They are based on the analytical psychology of Carl
Jung and, in particular, on the psychoanalysis of Sig-
mund Freud with the subsequent transfer of analysis to
the sphere of economic behavior of consumers.
An analysis of the evolution of the emergence and
development of the theory of national business cultures
leads to the need to identify three major areas within it:
managerial, communicative and marketing. Theoretical
and practical developments in these areas were carried
out and are being carried out in modern conditions
(which cannot be noted in relation to Ukraine) quite in-
tensively. Naturally, the identified areas took shape in
relatively independent branches of scientific and practi-
cal research.
Managerial approach in developing national busi-
ness cultures took shape as cross-cultural management.
Communicative approach – as cross-cultural communi-
cation. Marketing approach got materialized as cross-
cultural marketing.
Accordingly, independent educational disciplines
began to be introduced at leading universities in Europe
and the world: “Cross-cultural management”, “Cross-
cultural communications”, “Cross-cultural marketing”
(very often not only entrepreneurship, but also public
sector and non-profit realm becomes the sphere of anal-
ysis).
The analysis of the classification of methodologi-
cal approaches in the study of national business cultures
and the characteristics of these approaches on the exam-
ple of their most authoritative representatives are re-
flected in Table.
Table
Methodological approaches to the study of national business cultures*
Classification
of approaches
Generalized characteristic of approaches
Managerial Characterization of national business cultures based on the allocation of two-dimensional parameters
(“individualism”, “power distance”, “masculinity”, “uncertainty avoidance”, “Confucian dynamism”)
with their subsequent consideration within the system “Family - School - Work” (G . Hofstede)
Communicative Characterization of national business cultures using two types of psychological behavior (introverts –
extroverts) and three-dimensional characteristics of entrepreneurial activity (linear activity, reactivity,
polyactivity) with the subsequent construction of triangles and placement on its base and legs countries
and their groups of 2-4 (R. Lewis)
Marketing Characterization of national business cultures on the basis of identifying the most typical consumer
strata in the frames of individual countries and describing the cultural codes of countries by disclosing
the contents of the selected triad “Logical Emotionality” - “Archetype” - “Cultural Code” (C Rapaille)
* Own author's elaboration.
The conducted analysis gives theoretical and prac-
tical reasons to identify the definition of “national busi-
ness cultures” (which researchers do not pay due atten-
tion to).
National business cultures are a system of intrinsic,
evolutionarily formed and reproduced in space and time
basic value orientations of entrepreneurial activity; its
behavioral canons, norms and traditions of implementa-
tion, as well as stereotypes, attributes and business
ethics of doing business that are characteristic of a par-
ticular country (groups of countries similar in their re-
spective essential parameters).
The category “national business cultures” reflects
the totality of multilevelled nature: phenomena, pro-
cesses and developmental trends. This is the main essen-
tial feature of this definition. It seems appropriate (ne-
cessary and sufficient) in the aggregate of phenomena,
processes and development trends, reflected by the de-
finition of “national business culture” to identify three
areas (levels).
The internal sphere of national business culture,
acting as its peculiar core, is a structured system of basic
(fundamental) provisions of entrepreneurial activity,
laying the essential foundations for the formation and
main mechanisms for the implementation of the busi-
ness culture of a country. This system of basic provi-
sions and the main mechanisms is embodied first in the
aggregate of managerial relations, and then in the exter-
nal forms of their support (in the practical implementa-
tion of entrepreneurial activity).
The distinguished internal sphere of national busi-
ness cultures predetermines their intermediate sphere.
The intermediate sphere of national business cul-
ture is the combination of its most characteristic motives
and behavioral norms for entrepreneurs of a country in
the creation and implementation of a business.
A set of factors of the intermediate environment of
national business culture is embodied in varying degrees
of technocratism of managers and administrators; their
predominant propensity for group initiative; informal
procedures; assertiveness in achieving commercial in-
terests of organization and independence of making per-
sonal career. In addition, they manifest themselves in
varying degrees of adaptation to adverse economic and,
in particular, institutional factors; ability to get out of
conflict situations and recover from inevitable stressful
psychological tensity that accompanies real business ac-
tivity.
Ie. Chebotarov
32
Економічний вісник Донбасу № 4(58), 2019
The intermediate sphere of national business cul-
tures, acting as a function of the corresponding internal
sphere, in its turn, determines the external sphere.
The external sphere of national business culture is
a set of rules-standards of business ethics and business
etiquette, characteristic of entrepreneurs of a particular
country, norms and canons of cross-cultural communi-
cations. They include procedures for the justification
and submission of documents on entrepreneurial activi-
ties; techniques for the preparation, conduct of commer-
cial negotiations and conclusion of transactions; exist-
ing stereotypes and taboos observed in the practical im-
plementation of entrepreneurship in different cultures
and countries; tools for the preparation and presentation
of presentations. This also includes the dress code of the
leading national business structures of a country (if we
are not talking about specific strictly defined business
structures of a country, such rules and standards are not
recorded in documents of a regulatory nature).
The basis of the phenomena and processes re-
flected in the category of “national business culture” is
the economic sphere. The complex of these phenomena
and processes, by their internal nature, is a product of
the economy as such. This is a combination of manage-
rial relations and relations arising at the meeting point
of management with marketing, management with fi-
nance, management with the economy, as well as ma-
nagement with public relations. Therefore, national
business culture reflects the complex of relations inter-
nally inherent in entrepreneurship. This indicates them
as economic relations in their essential nature.
At the same time, the formation and, in particular,
the external manifestation of these relations, is greatly
affected by the totality of the vital factors of modern so-
ciety: institutional, international, demographic, psycho-
logical, and natural (including scientific and technical).
For quantitative analysis and generalized assess-
ments of national business cultures in modern condi-
tions, as a rule, the following parameters are used:
– “Power distance”;
– “Individualism”;
– “Masculinity”;
– “Uncertainty avoidance”;
– “Long-term orientation”;
– “Indulgence”.
These measuring instruments are used in the devel-
opments of an authoritative center for the study of na-
tional business cultures – Hofstede Insights, licensed by
G. Hofstede [15].
These measuring instruments and parameters act as
a sort of synthesis (sufficiently reasoned and successful)
of the theories of G. Hofstede and F. Trompenaars. At
the same time, the parameter estimation toolkit is used,
which is typical for the methods of both authors: an as-
sessment of their extreme values from lowest to highest
with a quantitative indicator for each country.
Paying respect to the developments of G. Hofstede
and F. Trompenaars, as well as their followers, we con-
sider it necessary to note the following.
These developments and assessments are princi-
pally based on theoretical studies conducted mainly in
the eighties and nineties of the XIX century. Meanwhile,
in the late XIX and early XX centuries, numerous dra-
matic changes took place in the economic, institutional
and scientific-technical spheres. First of all, a post-in-
dustrial society began to develop on its own. The intro-
duction of information technologies in the production
and commercial process and, as a whole, in the life of
society became widespread. Further: in the presented
studies of national business cultures, the problems of
small and medium-sized businesses largely fell out of
sight; including – new approaches of the European Un-
ion to its regulation.
Conclusions. In national economic science, the
problematics of national business cultures has not yet
become the subject of systematic theoretical, and even
more so, applied practical developments. This objec-
tively influences the effectiveness of international entre-
preneurial activity of Ukrainian business structures. In
particular, the development of normative legislative acts
in the relevant sphere of state regulatory policy.
Prospects for further studies of the analyzed
problem. Further studies of national business cultures
should be carried out taking into account the complex of
economic, natural and institutional changes that are
characteristic of modern conditions and projected deve-
lopmental trends.
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Чеботарьов Є. В. Національні ділові культури:
методологія дослідження, зміст і роль в забезпе-
ченні міжнародного підприємництва
Об'єктом аналізу є сукупність методологічних по-
ложень економічної компаративістики: дослідження
національних ділових культур. Усвідомлюється ево-
люція менеджерського, комунікативного та маркетин-
гового підходів в їх розгляді. Обґрунтовується дефіні-
ція “національні ділові культури” і розкриваються сут-
нісні явища, процеси і тенденції розвитку, які в ній ві-
дображаються.
Ключові слова: економічна компаративістика, на-
ціональні ділові культури, крос-культурний менедж-
мент, крос-культурні комунікації, крос-культурний ма-
ркетинг.
Chebotarov Ie. National Business Cultures: Re-
search Methodology, Content and Role in Provision of
International Entrepreneurship
The object of analysis is a complex of methodological
principles of economic comparative studies: the studies of
national business cultures. The evolution of managerial,
communicative and marketing approaches in their consi-
deration is being comprehended. The definition of “na-
tional business cultures” is substantiated and the essential
phenomena, processes and developmental trends that are
reflected in the definition are revealed.
Keywords: economic comparative studies, national
business cultures, cross-cultural management, cross-cul-
tural communications, cross-cultural marketing.
Чеботарев Е. В. Национальные деловые куль-
туры: методология исследования, содержание и
роль в обеспечении международного предпринима-
тельства
Объектом анализа является совокупность методо-
логических положений экономической компаративи-
стики: исследование национальных деловых культур.
Осознается эволюция менеджерского, коммуникатив-
ного и маркетингового подходов в их рассмотрении.
Обосновывается дефиниция "национальные деловые
культуры" и раскрываются сущностные явления, про-
цессы и тенденции развития, которые в ней отража-
ются.
Ключевые слова: экономическая компаративи-
стика, национальные деловые культуры, кросс-куль-
турный менеджмент, кросс-культурные коммуника-
ции, кросс-культурный маркетинг.
Received by the editors: 02.12.2019
and final form 19.12.2019
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