ABSTRACT
Europe is characterised by ‘maximum cultural diversity at minimal geographical distances’ (Kaplan 2014, p. 532). With around 50 nations and over 60 distinct languages, the European continent is the epitome of cultural variety. The high heterogeneity of European cultures leads to a correspondingly high diversity of business, management and working styles. Therefore, one can reasonably question whether it is truly possible to define a unified concept of European business culture.
