TRANSFORMATION OF BUSINESS CULTURE UNDER THE INFLUENCE OF GLOBALISATION: VALUES, CHALLENGES AND DIGITAL OPPORTUNITIES

Abstract

The aim of the article is to study the impact of globalization and its consequences, namely the spread of mass culture and the development of Internet technologies, on the transformation of business culture.
Research methodology. The study reviewed eight major publications on the subject, including scientific journals, books, and reviews. The information obtained was used to analyse the influence of globalisation and Internet technologies on the transformation of business culture.
Results. The study reveals the intricate dynamics of globalisation’s impact on business culture, showcasing its dual role in driving both integration and differentiation. The findings underscore the critical importance of balancing global standards with national values, emphasizing that cultural identity remains a vital component of successful business operations. The research highlights the transformative role of digital technologies, particularly blogs and social media, in fostering transparency, innovation, and engagement. Moreover, it identifies challenges in harmonizing ethical standards and integrating diverse cultural values in multinational environments.
Novelty. This article offers a novel perspective on the interplay between globalisation and business culture by integrating the concepts of mass culture, digitalization, and the «common good» into a unified framework. Unlike previous studies, it delves deeply into how modern technologies, such as interactive feedback mechanisms, can bridge cultural gaps and redefine traditional business practices. The research also expands on the philosophical underpinnings of values-based business behavior, presenting a comprehensive model that incorporates both ethical considerations and practical applications in a globalized economy.
The practical significance. The findings of this study are directly applicable to multinational companies, policymakers, and cultural strategists. Businesses can leverage the insights to design more inclusive strategies that integrate global best practices while preserving cultural identity. The emphasis on values such as trust, responsibility, and the common good provides a framework for building ethical and sustainable business models. Additionally, the practical application of digital tools to enhance communication and innovation offers organizations a roadmap for adapting to rapid technological advancements and increasing customer engagement. These contributions are particularly relevant in addressing the challenges posed by globalisation and fostering resilience in a rapidly evolving global market.