Globalization is a new word for the old phenomenon. At the end of the 19th century, goods, services, money in the form of silver and gold, ideas, good practices and people began to move freely across national borders around the world. Globalization is an omnipresent phenomenon of the present time that leaves striking tracks of its presence, both positive and negative, in all the areas where it is taking place. In a literal sense, globalization is a process of transformation of local phenomena into global. It can be described as a process by which people around the world are united into one society and function together. This process is a combination of economic, technological, sociocultural and political forces. Globalization is possible because of continuous information and communication and technological progress. Global business is changeable and dynamic, characterized by uncertainty, turbulence, competitiveness and flexibility. All of this is part of the fundamental challenges of global business. The process of globalization affects, inter alia, culture, and this process is called cultural globalization, which actually signifies meeting different world customs and cultures whose joining and unification creates a new global culture. Every nation has its own pattern of behavior, its way of managing and running a company, etc., and for the global success of an enterprise, it is necessary, among other things, to know the culture of the people, ie the cultural differences and values that are established in a culture.