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All four authors of Building Bridges Among the BRICs take a close look at the national culture of their nations with their strengths and weaknesses for politics and business. They examine the origins of these cultures from the historical and geographical perspectives.



1. Brazil

What is Brazilian culture as seen by Brazilians? What is the way of solving problems and facing situations, that most Brazilians know very well and call jeitinho? Is Brazil prepared to meet the pressure and demand to be a global player, culturally speaking?

Rodolfo Ferrari

2. Russia

Russia is a power-oriented society. Throughout all its history, power has been the key to understanding Russia. From very early times when the Kievan Rus’ princes lacked the power to resist the Golden Horde, to Vladimir Putin, in charge of the country since 1999, with his ally the ruling party United Russia today, power has been the center of Russian development. Whereas Peter the Great used his great power in an attempt to transform Russia into a modern state in the 18th century, Nicholas II’s weakness led directly to his abdication. Despite the well-known crimes of his rule, the all-powerful Stalin, often dubbed the “Red Tsar,” still enjoys great popularity in Russia today. In near-perfect symmetry, most of the Russian population today abhors Mikhail Gorbachev, the engineer of Perestroika and Glasnost, and a Nobel Peace prize laureate.

Jerome Dumetz, Anna Vichniakova

3. India

The cradle of civilization on the Indian subcontinent, the Indus Valley Civilization dates back to 5000 BCE. The geographic location of the Indus Valley Civilization is the area that now forms a good part of Pakistan and some parts of northwestern India. The nomadic tribes who first started inhabiting these regions developed we 11-organized large cities by 2500 bce. Excavations done during the 1920s revealed the great cities of Harappa and Mohenjo-Daro, located in present-day Pakistan and Lothal near Ahmedabad, India.

Anand Jagadeesan

4. China

In the entire sweep of human history there has been nothing like China over the past three and a half decades. A few numbers help shed light: sustained real GDP growth rates averaging almost 10% (1978–2010);the migration of over a half billion people from the countryside to the cities (1979–2012);over half a billion people lifted out of poverty.1

Jason D. Patent


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