Krasnodar, Krasnodar, Russian Federation
student
student
This article analyzes current challenges and practices in intercultural communication and cross-cultural management in the context of the Russian business environment. The topic is relevant given the radical restructuring of global economic relations and the need to rethink management models in light of new geopolitical conditions and accelerated digital transformation. The scientific novelty lies in the integration of classical approaches to cultural dimensions with an analysis of modern trends—the impact of digitalization on interaction patterns and the transformation of generational values in Russian companies. The paper identifies key cultural determinants of management decisions: pronounced power distance, the contextual nature of communication, and the importance of informal networks. Typical barriers faced by managers when organizing multicultural teams are revealed. The purpose of the study is to identify the specifics of cross-cultural interaction in Russia and propose practice-oriented solutions for improving its effectiveness. The conclusion substantiates the need for flexible, context-sensitive management and presents specific management tools.
cross-cultural management, intercultural communication, digitalization, management effectiveness, multicultural teams, business ethics
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