In cross - cultural situations, labeling behavior as bizarre usually reflects cultural ly based misperception, misinterpretation, and misevaluation; rarely does it reflect intentional malice or pathologically motivated behavior. Effective cross-cultural communication is one of the most important issues dealt with in business, particularly when a firm operates at an international level. Communication is a process with three key elements, which includes a source, an audience, and a channel. Communication derived from businesses will have listeners that include, but . Multicultural education and cross cultural communication theory has been built around identifying the various values and behaviours of in dividual cultures rather than focusing on how individuals create and interpret their own cultural identity. Definition - Cross-cultural communication occurs when people with different nationalities, styles of working, age, race, ethnicity, sexual orientation, gender, sexual orientation, etc. communicate. It tries to negotiate, exchange, and intermediate cultural differences via verbal and non-verbal forms of communication. The Importance Of Cross Cultural Communication. 1.1 Introduction. The study of "cross cultural communication " is a great example of linguistic theory and how it's applied. Researchers are often drawn towards this area of study for its vast significance; "depending on the culture , the people, and the personal relationships throughout Cross-cultural communication is a process of developing and exchanging ideas, information and messages among people from different cultures in different ways. At the time, when businesses are spread around the world, workplaces have become highly diverse. In such cases, cross-cultural skills are crucial. Generally, cross-cultural communication