Cross-cultural communication is important for international business. Cultural differences can lead to misunderstandings if not properly addressed. Gestures, beliefs, practices, and language vary widely between cultures and can cause problems if not understood. Effective cross-cultural communication is needed to develop products, interact with partners, and conduct business across borders. Understanding cultural variations in areas like personal space, values, and emotional expression can help avoid issues that may stem from misinterpretation between people from different cultures.