Paper Title
Transformation Of Cultural Phenomenon Into Knowledge And Its Influence On International Business

In the theories of cross-cultural management attention is transferred to such important problem, as simplification of communication and mutual understanding between the representatives of different cultures. As a rule, these studies do not discuss another, no less important, aspect of this problem, which is connected with the process of cultural phenomenon transformation into knowledge and increase in competitiveness of the company. In the present study, on the basis of analysis and generalization of theoretical approaches existing in the sphere of measuring the influence of cross-cultural relations on international business, arguments are given to substantiate the need for transfer from the methods of static measuring of culture to a dynamic model. To understand how managers conduct transformation of cultural peculiarities into knowledge, we should by all means introduce into existing theories of cross-cultural management the elements, which enable us to pass to a new model of measuring the influence of culture on management. Key words- Cross-Cultural Management, Company, Competitive Advantage, Knowledge, New Model.