Interaction of European and Asian business cultures in the context of globalization

This paper is devoted to the study of the interaction of European and Asian cultures in the context of doing business in a globalized environment. The authors emphasize the urgent relevance of the study of the interaction of European and Asian business models, due to both trends towards the unification of economic processes and at the same time growing cultural and social diversity in the world. Three key approaches to understanding globalization are used as a theoretical framework: the cyclical nature of cultural change, the qualitative transformations of the modern world, and the instrumental view of globalization as a form of expansion by Western powers. The main part of the study is devoted to the comparison of European and Asian business cultures. A detailed description of motivational factors, forms of ownership, network structures, the level of financial transparency, the role of the state and the peculiarities of management in each of the models is presented. Particular attention is paid to the cultural and social features of the Asian model: the guanxi system, Confucian traditions, the concept of "face" and the role of informal ties. It is concluded that effective interaction between European and Asian businesses is possible only with mutual adaptation to the cultural and institutional characteristics of the partner.