KEY THEORETICAL FOUNDATIONS AND APPROACHES TO INTERCULTURAL COMMUNICATION

Abstract

This article presents the results of a comprehensive study of the key theoretical foundations and approaches to intercultural communication in the context of international economic relations. The relevance of this work stems from the need to overcome communication barriers in a globalised business environment that is undergoing transformation under the influence of digitalisation and European integration processes. Within the scope of the study, three main scientific directions have been identified and systematised: anthropological-linguistic, cognitive-psycholinguistic and institutional-economic. The fundamental models of E. Hall, G. Hofstede and F. Trompenaars are analysed; these form the methodological foundation for analysing cultural contexts, power distance, individualism and other dimensions that directly influence managerial decision-making and strategic planning in transnational corporations. Particular attention is paid to the identification and classification of barriers (verbal, non-verbal, value-based, psychological and organisational), as well as the development of strategies to overcome them through the implementation of diversity and inclusion principles and the enhancement of staff intercultural competence. The study examined the impact of digital transformation on collaboration within remote international teams and identified specific digital and technological barriers. It demonstrated the need to adapt communication strategies (in particular, content localisation) to minimise reputational and financial risks in global markets. The scientific novelty of the work lies in the integration of classical models with modern digital analysis tools (Big Data, network analysis), which allows for the formation of a systematic methodological framework to enhance the effectiveness of international projects within a dynamic socio-cultural space.