Abstract:

In the age of globalization, the business environment is a privileged space for cross-culture meetings. An itinerant concept, culture proves its applicability in several fields, among which management studies, where it acquires specific traits. Awareness of such values and an open attitude to cultural differences are instrumental in successful intercultural communication which can thus become assertive and enriching. The purpose of this qualitative research, part of a wider study that analyzes stereotypes and prejudices within the business environment, is to assess the needs of a strategy for intercultural learning. Our approach is practical and outcomes driven, outlying a design for intercultural training addressed to Italian and/or German business agents who wish to operate in the Romanian economic space. Familiarity with the culture of the country where they operate can tone down stereotypes and prejudices and can contribute to a healthy and effective cultural approach to doing business in Romania. The research methods employed here are qualitative, including questionnaires and interviews with Romanian, Italian and German business agents working in Transylvania, with the purpose of identifying the most prevalent stereotypes and prejudices apparent in how they perceive the Romanian business environment in Transylvania and how they behave according under the influence of such cultural constructs.

Keywords:

Intercultural Training, Cultural determination, Stereotype, Prejudice, Business environment.