Definition of global business

The need in the idea of integrity of a society, being under conditions of transformation, demands the socio-cultural approach, i.e., the comprehension
of the society on the basis of the unity of culture and the social. One of the methods of such an interpretation is the definition of the notion of a societal process.
Thus, a societal process is the field of socio-cultural interactions on the scale of a society (including societal-functional structures) which has a certain
vector and is stably reproduced in a certain temporal interval.
As the system of indicators which characterize a societal process, state, and properties of societal psychics, we take, following O. Donchenko, six scales
of binary oppositions.
Extroversion/Introversion. Extroversion is the directivity of societal psychics to objective circumstances, first of all, to the nearest environment. In this case, the society is more traditional and corresponds, in the Spengler’s variant of the concept, to “closed cultures” which form, respectively, totalitarian civilizational organisms. Introversion is directed to internal subjective circumstances,. It is intrinsic mainly to the so-called “open society”.

In the general case, the societal characteristic extroversion/introversion is
classified and described by the Swiss psychologist C.-G. Yung. It is significantly
influenced by a geopolitical state which is immediately related to the historical
destiny. Therefore, it is especially important in the course of further researches to trace the changes in various national-state formations on the same territory
during a certain historical time. This will allow one to clarify the action of the
social mechanism of interrelation of “closed” and “open” cultures.
Irrationality/Rationality. They characterize the ability of cognition of the reality and, respectively, a dominating directive concerning the cognition which lies in the basis of formation of a certain pattern of the world.
Executivity/Intentionality. It is a dual characteristic of the gender (male or female). The authors developed a unique psychodiagnostic method of
determination of this societal characteristic on the basis of the domination
of “cold” or “warm” chromatic gradations in dual chromatic preferences.
Emotionality/Pragmatism. It is the important societal characteristic of the society which strikes almost at once when one says about the signs of the society’s mentality and its directivity to emotional-sensitive or cogitative processes.
Externality/Internality clarifies the method of adaptation of a certain social
subject to the environment.

Intuitivism/Sensority is the societal characteristic which is last but not least.
The authors agree with the thought of H. Eysenck about the presence of a certain interrelation between societal signs which determine eventually “the mental peculiarities” of a certain social organism (individual, society,
local civilization, and the humanity as a whole).
The following societal states are also well known: conventional — “so”, correcting — “no”, and chaotic — “other”. However, the question remains open:
Does this present the mechanism of operation of the societal? In particular,
it is our belief that the correlation of the conventional, correcting, and chaotic
societal states with the Toinby’s concept of “challenge — response” is possible.