ABSTRACT
It has been our Handbook’s ambitious endeavor to cover business peculiarities of such vast territories as the BRIC countries. We consider our contribution a mere initiator, a first modest step towards registering a series of cultural sensitive characteristics in management and business in and among the BRICs. Nowadays, in an intensely globalized and mobile era, by capturing transcultural entanglements in this heterogeneous conglomerate we remind ourselves and are more likely to endure the perennial paradox of conceiving cultural issues in business as transnationally but, at the same time, nationally anchored (Motomura 2006).
