National culture has a strong influence on the individual, the group and society as a whole. Given that the cultural environment is very complex and has many specifics, it is important to know the cultural differences in international business in order for this process to be as successful as possible. Precisely for this reason, international management is a very complex concept, which in addition to its basic functions has the task of observing the characteristics of culture and finding ways to adapt to different markets and its stakeholders. The process of globalization has radically changed the way companies operate and the need has arisen for different types of international managers; from global and regional to branch managers. In addition to the above, Hofstede's model of the dimensions of cultures is also important, which can serve as an orientation framework when entering different environments. Empirical research was conducted using qualitative and quantitative research with the aim of determining the importance that company managers attach to the knowledge of cultural differences of different cultures as a prerequisite for success in international business. In-depth interviews were used to present examples of good practice, ie the practice of managers and companies that have been successful in international business for many years, while the survey questionnaire was used to determine the perception of Croatian managers about the importance of knowing different cultures and preparing for international business.