The way people live, behave, and respond differs from country to country. This has been an attribute of ‘culture’ which has been cultivated over a number of years since the ‘Homo sapiens’ have originated. In societies some rules become necessary and implicit with time, they are not written anywhere but are understood by people of that society and are passed on from one generation to another by their gestures, behaviour, moral values, and ethics. It is a learned behaviour acquired from social influence and is specific to a group. Some things considered positive and good in one society may be totally negative and loathed in others, so when cross communication takes place it has to be done by understanding the customs of that region or society in order to convey the right message. When it comes to corporate world culture plays a crucial part. Let me give you an example If a manufacturing company has to launch a product over the globe, then it has to take care of packaging, labeling, and colour combination used for advertising which needs to be different in different countries to make their product a success. Example use of yellow flowers in logo or packaging may be accepted by people in U.S. but if used in Mexico it can turn into a failure because yellow flower symbolizes death in Mexico and thus people may not welcome the product.