Research in the field of culture is increasing, and it is considered to be a sensitive topic. The impact of cultural diversity on international business has recently been the focus in the field. On the other hand, this research looks into the business culture impact on individuals involved in international business negotiation.

The purpose of the thesis is to investigate how business culture can have an influence on the individual in a negotiation process when doing international business negotiation. The method was qualitative by conducting interviews with eighth individual cases, which was dividing into two settings; therefore, four participants for each setting.

The findings and conclusion illustrate that the difference in business culture does indeed affect the international business negotiation process in this particular multi-case study of this thesis. Moreover, the finding also shows the impacts on the participants involving in this research on their ways of preparing and planning their strategy before negotiating internationally. Also, the study shows, being flexible and adaptable is a quite powerful solution for companies, as well as individuals. Since being open to new information and methods of thinking help in reducing the risk of failure and raise the opportunity of success.