Cross-chain within Polkadot
Within Polkadot, businesses can easily operate cross-chain. Polkadot chains are natively interconnected, with cross-chain messages' validity and reliability guaranteed by the core protocol. On top of this transport protocol, XCM can be used to allow businesses to expand their scope and easily operate within the whole Polkadot Ecosystem.
A business's token can move across the ecosystem through XCM in manner trusted by the whole ecosystem, thus liquidity or utility moves freely and can be easily deployed where needed. This allows the business to operate outside the confinements of its own chain, and expose to its customers chain-agnostic (infrastructure-agnostic) products.
Cross-chain outside Polkadot
Other ecosystems also have cross-chain models of operation with varying degrees of efficiency and success. This article does not attempt to compare them to Polkadot's, but it is important to understand that it is a critical topic for any ecosystem that moved or plans on moving from a single-chain model to a multi-chain one.
We can use Ethereum as a case-study, where we see its move to the multi-chain rollups model has heavily fragmented the ecosystem and where they are now working hard on cross-chain mechanisms meant to stich it back together. It is worth noting though, that the mechanisms they are developing are Ethereum-specific. These mechanisms are very opinionated towards EVM Contracts usecases, and are not natively compatible with other Ecosystems, Polkadot included.