Although Computer-Mediated Communication (CMC) systems are increasingly
used in the e-age, their performance may be undermined by their limits. In par-
ticular, lack of interactivity and inadequate modes of communication makes
CMC unable to deal with intercultural challenges. Virtual Worlds (VWs),
namely graphical representations of an online environment, may be useful tools
to overcome such limitations. However, limited research is conducted on cul-
tural processes that take place in-world. This work aims to shed some light on
these processes and how they may affect business activities and collaborative
practices. Whilst the research is largely theoretical, we hypothesize it may offer
some useful insights to understand pros and cons of VWs as business platforms.
