Transculturalism and Business in the BRIC States

Yvette Sanchez holds the Chair of Spanish Language and Literature at the University of St. Gallen and is Director of the Centro Latinoamericano-Suizo (CLS-HSG). She is involved in several research projects in the field of Latin American and TransArea studies, for instance on Latinos in the United States.

• Part 1 Theoretical Framework: Hall, Hofstede, Huntington, Trompenaars, GLOBE: common foundations, common flaws. Cultural negotiations in the BRIC TransAreas - new dynamic visualizing models of culture contact situations. Transcultural studies in the BRIC states: recent developments. Part 2 Areas - BRIC by BRIC: BRIC foundations: new kids on the block and the implications for transcultural communication. A long road for the BRICS: summits, Africa, civil society, and the problem of international change. Brazil. Russia. India. China. South Africa. Part 3 BRIC Relations: BRIC on BRIC Postscript.

’Using original models and metaphors that shed interesting new light, this publication is an accessible introduction to both transcultural theory and the BRIC area, and is suitable for both scholars and practitioners. The chapters on bilateral BRIC relations were an especially rewarding read, providing us with a multifaceted picture of the complexity of doing business in the BRIC area.’ Juergen Bolten, University of Jena, Germany ’A valuable source and resource for all interested in the BRICs. Academics, students, journalists, managers and politicians can all profit from this extensive volume. It tackles theoretical and conceptual problems regarding not only the historical use of the term BRICS, but also how the transcultural encounter or cross cultural relations have been interpreted and dealt with by different academic fields in the member countries. In this reader the complexity of culture appears in full force!’ Livia Barbosa, Pontifical Catholic University of Rio de Janeiro, Brazil