Based on methods, styles and characteristics of business negotiation and cultural aspects, i.e. culture of high and low context, a survey was conducted among executives in four European countries. The aim of this research is to fill the research gap caused by the insufficient research in the field of styles and characteristics of business negotiation under cultural aspects and to enrich the scientific corpus with recent research results. The method of interview, comparison, analysis, and synthesis was used to determine the cultural context and to find out whether there have been changes in business negotiations in terms of the tendency to start negotiations informally, the pace of negotiations, nonverbal communication (gestures), the tendency to build personal relationships, the expression of emotions, and giving gifts to each other. The research found that countries with a low context culture, such as Germany and Sweden, are much quicker to accept changes in the way business negotiations are conducted, while countries with a high context culture, such as Croatia and Bosnia and Herzegovina, still adhere to the established characteristics of business negotiations. Since the responsible persons in the companies were interviewed, the main obstacle for this work was the time duration of the research considering the scope of the topic and the harmonization of the respondents commitments.