Emerging Markets and the Future of the BRIC Nations
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Emerging Markets and the Future of the BRIC Nations

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.
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Chapter 8: Forging global B2B relationships through effective communication

Sandra S. Graça


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.

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