MANAGING CROSS-CULTURAL TEAM PERFORMANCE IN A DIGITAL ENVIRONMENT: THE ROLE OF HR PLATFORMS

Abstract

The article investigated the features of productivity management within cross-cultural teams in a digital environment, considering the growing role of human resource platforms and workforce analytics tools in international and distributed projects. The impact of cultural diversity on team interaction outcomes was analyzed, and the necessity of transitioning from intuitive management of intercultural processes to formalized mechanisms for measurement and monitoring was justified. An integrated model for evaluating the productivity of a cross-cultural team, based on a system of interconnected indicators of cultural coherence, intercultural trust, inclusive communication, and cultural adaptability, was developed. An additive weighted formula for the integral productivity indicator and a dynamic interpretation of the model, reflecting the cyclical nature of management and the ability to forecast changes over time depending on managerial decisions, were proposed. Cultural risks of productivity decline in digital interaction were systematized, and their transformation into measurable indicators through the functional modules of a human resource platform was determined. A scenario-based mechanism for predicting team performance based on the variation of threshold values of key indicators, which allows for the formation of alternative managerial configurations, was developed. The scientific novelty of the proposed approach lies in the formalization of cultural productivity risks through a system of normalized indicators, their integration into a weighted assessment model, and the development of a scenario mechanism for predicting the effectiveness of a cross-cultural team in a digital environment. The practical significance of the obtained results lies in the possibility of using the proposed model by human resource directors of international companies and managers of distributed teams to monitor the state of cross-cultural interaction, make informed managerial decisions, and increase the efficiency of global projects, as well as for the implementation of workforce analytics systems based on standardized digital data.