Communication is a complex and vital process that involves the exchange of information, ideas, and emotions among individuals. Its significance lies in the ability to establish and maintain interpersonal relationships, as well as facilitate the transfer of knowledge and understanding among people. In business negotiations, the main goal is to reach an agreement in situations where negotiating parties share both common and opposing views. As the number of participants in negotiations grows, the complexity of the process increases, requiring greater flexibility and persistence in finding the best possible solutions given the circumstances. Cultural standards prevailing in a specific geographic area affect behavior and business decisions during negotiations. Culture can be described as a comprehensive model of both material and spiritual adaptations that society adopts as a traditional way of addressing its members' problems. Successful intercultural communication requires continuous learning and adaptation to different cultural environments, where rules define acceptable behavior. Language barriers present a challenge that carries certain risks. Western countries are characterized by fast and efficient business negotiations, while in Eastern countries, negotiations are slower and more cautious, with a thorough evaluation of each aspect of cooperation. This thesis examines the importance of communication in business negotiations, focusing on intercultural challenges in business negotiation according to Hofstede’s model. Understanding these differences can be crucial for building successful international business relationships and achieving mutually beneficial agreements.