Cultural and Social Dynamics of International Business in Georgia

Abstract

The study investigates the sociocultural elements impacting international business operations in Georgia. It analyzes the current sociocultural landscape of the country, its prospects, and the associated challenges. This subject is particularly relevant, given recent developments that have strengthened Georgia’s participation in global business activities. Although international organizations face considerable difficulties today, the presence and operations of foreign companies within Georgia, along with the revenue they generate, have been expanding rapidly. Business professionals from diverse nations, representing various cultural backgrounds, engage in cultural exchanges. To fully comprehend international business dynamics, it is crucial to clearly define the concept of socioculture. Socioculture highlights the variations among individuals from different cultural contexts. During cultural exchanges, the adaptation and transformation of values, behaviors, and cultural practices play a pivotal role, as do the emergence of new trends shaped by external environmental influences.