Culture is an integral part of human life, and it refers to learned patterns of behavior within a particular community that are passed on to future generations. The thesis analyzes the importance of culture in business in Europe, Asia and Africa. With the opening of borders, people are increasingly confronted with different cultures, numerous rules and ways of behaving, and because of that, the importance of knowing different cultures is becoming more and more pronounced. The culture itself is divided into five levels, namely: global, national, organizational, group and individual. Numerous studies show that national culture has a great influence on the culture of an organization. Employee behaviors are shaped by the culture of the organization, but are heavily influenced by the corresponding national culture. Also, national culture has a greater importance on strategic decision making. Communication is defined as the exchange of information, ideas, feelings and thoughts. It is an integral part of human life, man communicates every day. Communication and culture are interconnected and it is impossible to omit communication when analyzing culture. The ability to communicate with members of different cultures is called intercultural competence. Numerous obstacles are possible when communicating with members of different cultures, and it is therefore important to know the rules of other cultures well. By expanding your business to other countries, it is important to know the culture of that country well. The norms and rules imposed by one culture do not have to be the same in another culture, ie in another culture it can mean an insult. Therefore, ignorance of the culture of the country into which the business is expanding may indicate a factor of business failure. The paper analyzes how different the cultures of selected countries are, and how these differences affect the conduct of business in these countries.