Abstract

By 2039, the economics of BRIC (Brazil,Russia,India and China) will overtake and be wealthier than most of the current major economic countries, such as the G6, and the combined economics of the BRIC will eclipse the current richest countries and play a major role in the global economy. Despite the enthusiasm for increased global interaction and economic exchange, many people have found that cultural differences have hindered their ability to efficiently conduct business due to their lack of understanding of the cultural differences.

This research explores the comparison of cultural orientation. The individualistic-collectivist characteristic was a dependent variable, and the four distinct geographic regions were independent variables. The objectives provide a more comprehensive understanding of the differences and similarities of culture among Brazil, Russia, India and China. The SPSS 13.0 was utilized for the data analysis of the collected surveys for measuring the research hypothesis. The findings were a statistically significant difference between the individualist/collectivist attitudes among the BRIC.

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