The globalization of economies, production and consumption activities, and markets, it has become increasingly important that managers at all levels develop sensitivity to cross-cultural communication, intercultural negotiation, and decision-making. The process of making decisions, reaching agreements, and building consensus has changed requiring an understanding of cross-cultural communication competence. As corporations are establishing subsidiaries, forming strategic alliances, and opening joint ventures in many parts of the world, individuals in the professional and managerial ranks should be trained in the skills of cross-cultural communication competencies. Recent global trends and events are positioning business etiquette and cross-cultural communication as critical management issues because of the increasing number of businesses involved in multinational ventures, strategic alliances, and joint ventures. Because of the impact of globalization, an increasing number of corporations from many parts of the world are striving to establish global brand and cultivate multinational consumer awareness in order to sustain their competitive advantage.