The main idea of the paper was to explain various terms such as culture, communication, business negotiation and all other terms related to them. Culture as an umbrella term carries under itself other factors such as knowledge, habits, customs, society, behavior, communication etc. It is communication that enables the expression of culture, emotions and feelings in verbal and nonverbal ways. One of the forms of communication is business negotiation as a key process of establishing good business relations and long-term levels of cooperation at the individual and at the level of business entity. While looking at the topic, two hypotheses were put forward. The first hypothesis questioned the willingness of negotiators from EU countries to achieve negotiation results that will be favorable to both sides of the negotiation meeting. This has been partially confirmed, and in order for it to be fully confirmed, it is necessary to conduct research on the culture of negotiation in many more countries. The second hypothesis related to the Croatian negotiators and how willing they are to achieve the results of the negotiations that will satisfy them as well as the other side. This hypothesis was confirmed. The aim of the paper was to explore and show different cultures, their characteristics and values to see how it all affects the development of business negotiation within a particular business relationship. This paper can be useful to anyone who wants to know more about behavior during a negotiation meeting in international business because it describes in detail all the key points of negotiation in Croatia, Sweden, Spain, Switzerland, France and Japan. Apart from them, it will be useful to anyone who will come in contact with this topic in any other way.