ABSTRACT
A certain globalization and westernization has standardized cross-cultural communication in business and imposed a series of common lifestyles somewhere between potato chips and computer chips. The political, military, ecological, and infrastructural purposes differ significantly between the members of the bloc. Neighboring India, China, and Russia are nuclear powers, distant Brazil is not. In terms of democratic versus autocratic systems and a colonial versus an imperial past, two pairs, China and Russia vs. India and Brazil, stand aloof from an overarching agreement. The BRICS New Development Bank launched at the 2014 summit as a proper alternative to the International Monetary Fund (IMF) and the World Bank as well as against Western dominance, symbolizes such an endeavor. The focus on dimensions supposedly shared by all BRICS, such as flexibility, power concentration on paternalistic, decision-taking leaders, and strong loyalties in personal business relationships, might stem from the invariant instrument of indicators disseminated and adopted almost worldwide.
