This article makes a review of theoretical concepts and theories about culture in international business, since they are topics that can not be treated in isolation for the Colombian businessmen, and much less as independent topics. They are concomitant and interdependent elements. The importance of the knowledge of cultural aspects before, during and after the development of an international negotiation goes beyond obvious aspects, such as feeding, clothing, ways of thinking and seeing things, the processes by which people relate. Today, thanks to globalization accompanied by the use of the tic's processes, organizations, access more quickly a greater share of market and large amount of goods and services from other latitudes who a few years ago nor dreamed feasible. For these reasons, it is essential to know and understand the cultural processes related to transactions in other countries, at the time of consolidation approaches and relationships of a commercial nature, whereas there are substantial disparities that make these relationships more complex. Culture in international business is being analyzed very carefully; however, there are still companies of all types that do not lend you the required importance to this element. Requires teaching through case that it concerns situations of business failures, but at the same time is needed also, demonstrate successful situations about the knowledge of the cultural environment so that enterprises efficiently apply their knowledge and relationality with business for the proper management on the international stage.