ОСОБЛИВОСТІ ДІЛОВОГО СПІЛКУВАННЯ У МІЖНАРОДНИХ ЕКОНОМІЧНИХ ВІДНОСИНАХ

The article analyzes business communication in international economic relations with an overview of globalization, integration and digital transformations that rethink interpersonal interaction in the business environment. The main scientific concepts of the term "business communication" are considered, distinguishing behavioral, process and system approaches. The most relevant for today is the process approach, which treats communication as a continuous dynamic process that includes purposeful interaction of partners and is accompanied by the exchange of information, emotions, motivations, common meanings and expectations. This paradigm allows us to respond more adequately to changing external conditions, business needs, socio-cultural features and individual characteristics of interaction participants. Four key features of business communication in the international space are identified: its intercultural nature, formalization, purposefulness, orientation towards achieving mutual benefit and compliance with ethical and corporate standards. Special attention is paid to the challenges of the digital age, which are rethinking the content and format of business communication. In this regard, it is proposed to introduce into scientific circulation a new category - "digital intercultural competence", which encompasses a set of knowledge, skills and attitudes necessary for effective interaction in a digital intercultural environment. This phenomenon includes, in particular, sensitivity to linguistic, cultural and value differences, compliance with the norms of digital etiquette, the ability to operate appropriate technological tools, as well as the ability to flexibly adjust one's own behavior in conditions that are constantly changing due to new technologies. The key strategies for conducting international business negotiations are studied, speaking on the diplomatic, competitive, integrative and analytical approaches. The need for the implementation of an adaptive strategy that combines elements of these approaches in accordance with the cultural context, the characteristics of the partner and the specifics of the communication situation is especially emphasized. The given strategy requires flexibility, practical thinking, deep cultural awareness, the ability to analytically assess the situation and excellent digital literacy. Thus, it is established that successful business communication ceases to be simply a means of achieving results in the international economy and becomes one of the most important factors in building a competitive advantage of enterprises. The main directions for further research aimed at studying transformations in the field of business communication under the influence of global changes, digital innovations and new models of social interaction are identified.