The modern business world views effective business communications as an advantage and a necessity for the successful development of business relationships. Communicating effectively is an essential and valuable skill that can significantly affect business growth. The article is devoted to studying the role of business communications in forming competitive advantages and creating an enterprise's positive image, making this topic relevant in the current economic environment, where information and image play a key role. The author examines the key aspects of business communications, the impact of internal communications on corporate culture and competitiveness, the main directions of image influence on improving the efficiency of an enterprise and strengthening its competitive advantages, and proves that a positive image of an enterprise not only helps to attract consumers but also increases the efficiency of an enterprise, strengthening its competitive advantages. In business communication, the article examines the peculiarities of intercultural communication in the context of globalization and the adaptation of strategies to cultural differences. The article emphasizes the importance of studying national peculiarities of business communication and intercultural communication for successful interaction in the modern business environment. It is proved that national culture plays a crucial role in shaping the business culture of enterprises operating within its influence. This influence is multifaceted and penetrates all aspects of the enterprise, from the style of communication and negotiation to the formation of corporate culture and decision-making. Understanding cultural differences is key to successful international cooperation and helps avoid misunderstandings and conflicts. Culture impacts the specifics of communication interaction in business, and to succeed, it is necessary to understand the reasons for the behavior of a partner from a particular country. The article focuses on the characteristics of business cultures of European countries and establishes that national culture directly impacts the specifics of communication interaction in business.

Стаття присвячена поясненню важливості ролі ефективної ділової комунікації як стратегічного інструменту у формуванні конкурентних переваг підприємства та створенні його позитивного іміджу. Акцентовано увагу на вмінні налагодження якісного діалогу з внутрішніми та зовнішніми аудиторіями, що є необхідним для успішного розвитку бізнесу. Наголошено на важливості врахування культурних особливостей й адаптації комунікаційних підходів до міжнародного контексту, що є критично важливим в умовах глобалізації.