NATIONAL BUSINESS CULTURES: RESEARCH METHODOLOGY, CONTENT AND ROLE IN PROVISION OF INTERNATIONAL ENTREPRENEURSHIP

Abstract

The object of analysis is a complex of methodological principles of economic comparative studies: the studies of national business cultures. The evolution of managerial, communicative and marketing approaches in their consideration is being comprehended. The definition of “national business cultures” is substantiated and the essential phenomena, processes and developmental trends that are reflected in the definition are revealed.