to highlight the uniqueness of states internationally but also to show the potentials coordination and cooperation among the countries in the global community. Culture does not reflect only a country’s social and ethical background; it can be also used in the business sector in order to express the aims, the structure and the historical performance of organizations in different industrial activities. Current paper focuses on the examination of the various aspects of cross culture communication; the literature published on the specific subject is reviewed and evaluated; moreover, appropriate case studies are presented in order to explain clearer the conditions under which cross culture communication can be developed. The examination of existing material led to the conclusion that cross cultural communications can be effectively developed under the terms that the cultural history and characteristics of each part are respected. Emphasis has been given to the forms of culture within the business sector; also, the effects of culture on a entrepreneurship have been examined; it is revealed that culture can actually affect the performance of businesses but, then, its effects are more difficult to be controlled. Finally, a series of case studies are used in order to show the correlation between the society, the culture and the business performance.
The understanding and the evaluation of a firm’s activities in the context of the international market requires the identification of the challenges that this firm will have to face in the global market; moreover, concepts like culture, need to be defined in advance; in accordance with Hofstede ‘culture is the collective programming of the mind which distinguishes the members of one group or category of people from another’ (Peng, 2008, 57); it is further noted that culture in modern states is not homogenous; rather, in countries like USA and China it is likely that many different cultures exist. Another characteristic