Cultural Diversity of Serbia through System of Cultural Dimensions

Zečević Stanojević, Olgica (2018) Cultural Diversity of Serbia through System of Cultural Dimensions. In: International scientific conference: Management and Marketing Development in Central and South East Europe. European University ; European Academy of Science, Belgrade ; Vienna, pp. 70-89. ISBN 978-86-7582-069-7

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Abstract

Cultural diversity is the driving force of development, not only regarding the economic growth, but as the mean of achieving better intellectual, emotional, moral, social and business climate in the world. On General Conference 2001, the UNESCO manifested this opinion by adopting the Universal Declaration on Cultural Diversity which affirms that: “...cultural diversity is as necessary for humankind as biodiversity is for nature”. For that matter, Serbia, being the country with rich cultural heritage and tradition, has a special role and responsibility in promoting and preserving its culture, but also the cultural diversities of South-eastern Europe. These efforts are necessary, not only to preserve cultural-historical identity, but because of the economic prosperity and successful business cooperation of the entire region. Therefore, in its relations with Serbia and with the entire region, the European Union has specially emphasised strengthening of intercultural connections and promoting of cultural diversity to achieve peace, cooperation and progress, in this region. Accepting and endorsing cultural diversity, by getting to know dimensions of your own and of the other cultures (which are especially supported by innovative use of informational technologies, media, educational systems, management, business and marketing) encourage the dialogue between civilizations and cultures, which fortifies their mutual respect and understanding. Hence, it is significantly important to be acquainted with the cultural dimensions of Serbia in business and management. That is, to perceive the way those dimensions are expressed in business environment, considering the fact that acknowledging and accepting their existence is prerequisite for successful business collaboration and communication.

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