Emerging Markets and the Future of the BRIC Nations

Emerging Markets and the Future of the BRIC Nations

New Horizons in International Business series

Edited by Ben L. Kedia and Kelly Aceto

After a decade of unprecedented growth, the BRIC nations’ economies have unexpectedly slowed. In this innovative book, expert contributors diagnose and examine the factors that might be responsible for the economic regression in Brazil, Russia, India, and China.

Chapter 8: Forging global B2B relationships through effective communication

Sandra S. Graça

Subjects: business and management, international business


Despite the increasing economic importance of the Latin American region and its growing involvement in global trade, business studies involving emerging markets such as Brazil are rare. Cross-country academic studies tend to concentrate on developed regions such as North America and Europe, and more recently Asia, while ignoring countries in Africa and South America. Brazil, in particular, has been under a global spotlight as a BRIC member for the last decade and continues to draw attention as a significant player in world trade and as an attractive option for multinational expansion and foreign direct investment. Despite controversies, the host country to the World Cup in 2014 and summer Olympics in 2016 is likely to continue to establish its presence internationally and solidify its importance in international business. The Brazilian market is becoming increasingly middle class, and a recent surge in purchasing power has contributed to the country’s growing demand for goods and services and larger appetite for foreign goods. And yet, Brazil remains practically unknown in the global academic research arena.

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information