This bachelor thesis analyzes the significance of cultural differences in business, particularly in the context of company internationalization. The initial section of the thesis focuses on defining culture and its key elements, as well as the concept of multiculturalism and its role in the global business environment. Key concepts of culture, patterns, and elements that constitute the cultural framework are defined, and the impact of multiculturalism on communication and business interactions is examined. The second part of the paper explores the impact of cultural diversity on communication within a business context. Hofstede’s value dimensions’ models are analyzed as tools for understanding cultural differences and their application in business. Special attention is given to the challenges and potential issues that may arise in intercultural communication. The third section of the paper focuses on business practices in different countries, with particular emphasis on three case studies in three selected countries: the United Kingdom, Italy, and Japan. Examples of international companies entering these markets are analyzed. Specifically, the paper examines how Taco Bell adapted its products and marketing strategies to successfully integrate into the British market, how Burger King approached adapting its offerings for the Italian market, and how Starbucks aligned its products and services with Japanese cultural preferences. These examples illustrate the importance of cultural understanding and adaptation in international business. In conclusion, the results of the analysis confirm the hypothesis that understanding cultural diversity is crucial for business success in an international environment. Understanding cultural differences enables better cooperation and decision-making, which is essential for successful market entry and survival in foreign markets.