CROSS-CULTURAL PERCEPTIONS OF BUSINESS REPUTATION AT THE INTERNATIONAL LEVEL
Abstract
A company's expansion into new markets requires a nuanced understanding of how cross-cultural perceptions affect a business's reputation internationally. The study aims to analyze how stakeholders perceive the company's business reputation depending on the cultural context at the international level. The research methods include analysis and synthesis, comparative analysis, and systematization while applying Hofstede's national dimensions model. The article explored how factors such as individualism-collectivism, power distance, uncertainty avoidance, masculinity, long-term orientation, and indulgence shape business reputation in diverse cultural contexts. The research underscores the role of digital communications in reputation management, emphasizing how cultural characteristics affect stakeholders' perception of trust and the company's transparency. Future research will focus on the evolving role of digital communications in reputation management and its impact on corporate trust across diverse cultural landscapes.
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