The Importance of Cross-cultural Communication

ანოტაცია

The increasing importance of intercultural communication is a consequence of the globalization process. The importance of communication management is growing day by day and offers companies new opportunities. Globalization is transforming mono-cultural companies into multicultural ones, which is a new challenge for company managers. Adapting to a foreign culture involves a number of stages. Proper management of the stages leads to further development and success of the companies. To be successful, companies need to be realistic. They have to identify their own cultural, ethnic, identity.

The territory of Georgia has been an area of intensive migration since ancient times. This has created multi-ethnicity in the country and the formation of a multicultural environment where there is a high level of recognition of different cultures. The flow of foreign investment into the country has increased since the 1990s, which has increased the impact of foreign cultures on local.Georgia is one of the countries whose economy is largely dependent on foreign investment. Therefore, the importance of coordinating intercultural communication in the country is especially great.