Trust as a Factor Contributing to Overcoming Cross-Cultural Barriers in International Business

Relevance. In current business communications, trust is becoming increasingly important for participants in international economic relations due to the need to minimize cross-cultural barriers to coordination and, as a result, to achieve common goals.
The purpose is to analyze trust as a socio-cultural factor that contributes to more effective overcoming of cross-cultural barriers in international business.
Objectives: to study the concept of trust in the context of a systematic approach; to analyze the interpretation of trust in a universal concrete historical context.
Methodology. In the process of working on the study, the analysis of scientific literature on the research problem, the dialectical method, the comparative method, as well as generalization and interpretation techniques were used.
Results. The article substantiates the position that in connection with the processes of globalization and internationalization of world economic relations and relations, there is an increasing need to develop generally significant mechanisms to overcome the ethno-local characteristics of trust and to move to the development of a generally significant model of trust. Such a model of trust has a dynamic nature and proceeds from the prerequisites of the need to develop cross-cultural flexibility, cross-cultural sensitivity in the process of forming intercultural competence.
Conclusions. the involvement of subjects of international business communications in the overall process of forming a model of trust in the socio-economic sphere by taking into account ethno-cultural, socio-religious and other factors will allow its participants to achieve a higher degree of mutual understanding when making managerial decisions. Further research on the phenomenon of trust should deepen and expand the proposed recommendations on the formation of a model of trust in business communications.

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