Globalization has enabled the development of multinational companies that operate in the different parts of the world. That kind of operations are carried out in complex conditions such as: legal, economic, social or cultural framework. From those conditions has developed a new branch of management and that is cross-cultural management. This kind of management studies how different cultures do business and how to operate optimally in such conditions. There is a number of cultural factors that affect the successful cooperation that should be the result of successful communication and negotiation. Furthemore, different cultures have different ways of communicating and different practices that organizations must be familiar with and follow and respect them. The purpose of this study is the importance of knowing the culture and its impact on the organization. By studing the cultural differences he possibility of success in another market is strengthening. That kind of resarches helps the organizations to discover the specifics of business conduct, communication, attitudes and beliefs. Resarches are important for organizations because what counts in one country/culture in other has whole different meaning on which organization should pay particular attention. If organization wouldn`t do such research they would probably fail at the new market. It is up to organization to use the power of diversity they posses in the form of the new human resources, new possible cooperation and commitment of the new market share. Through this way of thinking and behaving, organization will achieve afavorable outcame for itself in a long term.