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Povzetek Na globalnih trgih se podjetja sre?ujejo s svojevrstnim izzivom komuniciranja z razli?nimi kulturami, ki imajo razli?ne navade, obi?aje in jezike. Veliko je izgubljenega v prevodu, veliko spregledanega zaradi razli?nih pomenov. Tudi verstva imajo v dolo?enih delih sveta izjemno velik vpliv na navade in preference potronikov, saj dolo?ajo, katerih proizvodov ne bodo uporabljali ali celo katere mednarodne drube bodo popolnoma bojkotirali. Velikokrat sliimo idejo, da svet postaja globalna vas, kar pa v resnici ne dri, kot to ugotavlja Mumel, saj se na vasi vsi poznamo, v svetu pa je preplet razli?nih narodov in kultur, ki se med seboj mo?no razlikujejo. Z razvojem tehnologije nam je svet skoraj na dlani, nepoznavanje kultur pa zna biti kar precejnja ovira, saj Pripadniki razli?nih kultur prostora in ?asa ne dojemamo povsem enako, prav tako ne tega, kaj je prav ali napa?no, lepo ali grdo, naravno ali nenaravno, normalno ali nenormalno, primerno in neprimerno, kaj je zaeleno, oziroma nezaeleno itd. (Mumel, 2008, str. 591). Ta pestrost in raznolikost kultur v svetu lahko privede v mednarodnem poslovanju do nesoglasij in nerazumevanj, ?e podjetja ne upotevajo kulturnih razlik. Posledice so lahko ualjenost, komi?ni zapleti, ali v najslabem primeru, prekinitev sodelovanja (Ruzzier, Kesi?, 2011, 136).
Abstract Companies that operate on global markets are facing challenge of communicating with different cultures, which have different customs, languages and habits. A lot is lost in translation and a lot is overlooked because of different meanings. Religions have in some parts of the world extremely big influence on habits and preferences of consumers, because they control which products can be used or even which international companies will deserve their boycott all together. Often we hear an idea that the world is becoming a global village, but that is a misconception as states Mumel, because in a village people know each other, whereas the world is interlace of different nations and cultures, which are very different from each other. With development of technology entire world is at our feet, but lack of knowledge about intercultural differences can be a big obstacle in business communication. People of different cultures do not perceive time and space in the same way, neither do they understand in the same way what is right and what is wrong, what is beautiful or ugly, natural or unnatural, normal or not normal, proper or improper, wanted or unwanted and so on. (Mumel, 2008, 591). The variety and diversity of cultures around the world can cause misunderstandings and disagreements in international business if the companies do not take that into account. Consequences can vary from offense to comic situations or in the worst case, ending of business cooperation. (Ruzzier, Kesi?, 2011, p. 136).
Klju?ne besede: medkulturna komunikacija v poslovnem svetu, kulturne razlike in ovire, u?inkovita medkulturna komunikacija. Key words: intercultural business communication, cultural differences and obstacles in communication, efficient intercultural communication.
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