GLOBAL BUSINESS CULTURES AS A TOOL FOR SHAPING THE CORPORATE IDENTITY OF TRANSNATIONAL COMPANIES
Abstract
The article analyzes global business cultures as a tool for shaping the corporate identity of transnational companies in a multicultural environment, emphasizing the integration of cultural dimensions to ensure strategic sustainability and competitiveness. The research findings demonstrate that the CIIM model, which includes cultural environment diagnostics, value integration, consistency monitoring, and digital modeling, ensures a balance between the unification of corporate principles and local adaptation, fostering the synergy of cultural diversity. Data analysis based on G. Hofstede’s model (PDI, IDV, UAI) revealed a direct correlation between low power distance and high individualism (e.g., in the United States and Canada) and higher indicators of corporate identity (BICI 86-88%), whereas in countries with high PDI and UAI (China, India) there is a decrease in cultural consistency (CCI 0.68-0.72). Furthermore, a high level of cultural intelligence (CQ) among employees, confirmed by examples from Google and Nestlé (identity stability 94-95%), correlates with reduced variation in value messages and increased financial performance, while lower CQ (as in Samsung) leads to a rise in conflicts and a decrease in EBITDA Margin. The practical value of the study lies in providing transnational companies with the CIIM model and an intercultural competence (ICC) development system that can be implemented to optimize managerial practices, mitigate cultural risks, and enhance employee loyalty in a global environment. Recommendations regarding digital communication and adaptive thinking training contribute to the formation of a flexible corporate culture that directly affects brand reputation and labor productivity. Prospects for further research include empirical testing of the CIIM model in specific industries such as IT and pharmaceuticals to forecast cultural transformations. In addition, it is advisable to explore the impact of artificial intelligence on the evolution of global business cultures, with a focus on the ethical aspects of inclusivity. The study highlights the growing importance of cultural intelligence in global corporate management systems.
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