Rivera Vilchez

This book analyzes the relationship between cross-cultural psychology and international business to understand how culture influences human behavior in globalized contexts. Through recognized theories, it examines how values, norms, and perceptions shape communication, leadership, negotiation, and consumer behavior. It also addresses expatriate adaptation, digital transformation, global innovation and social responsibility, showing how psychological processes impact business management. The book highlights that emotional and cultural intelligence are essential competencies for leading diverse teams and facing today’s challenges, while diversity can become a source of creativity if properly managed. Overall, the book offers a comprehensive vision that combines cultural analysis, international strategy and understanding of human behavior to strengthen competitiveness and promote more ethical and inclusive organizations.