Corporate culture as a tool for optimizing intercultural communications in international companies
The concept and practices of corporate culture have emerged together with the internationalization of companies as a response to the challenges associated with the cultural diversity of staff, customers and partners. It was expected that the corporate culture allow forming a new supranational corporate identity and, thus, offsetting cultural differences among parent company staff and branches in other countries. It was also assumed that the «corporate identity» could be communicated to a wide range of foreign counterparties (customers, partners, suppliers, distributors, investors, etc.) and could be accepted by them. But over time, these expectations have not fully met. There are some areas that criticized the concept of corporate culture. The authors of the article defend the point of view, according to which the concept of corporate culture should be rethought in the direction of «intersubjective turn». Corporate culture should be associated with the concept and practices of «active intersubjectivity». This will allow forming adequate expectations from corporate culture among the management of international companies and effectively applying this management tool by companies.