Russia

China's reform era leader Deng Xiaoping's words became a catchphrase for the developments in China's post-Mao era. However, the ignition process of doing business was suddenly interrupted by Tiananmen massacre in 1989. The problematic conception of China as the East and the Western world is understood as a dynamic concept, mainly predicated on historic-cultural and hegemonic constructs. The policy of reforms by Deng Xiaoping included the decollectivization of the huge rural areas. From an economic perspective, this increased the incentives of millions of peasants which led to a more effective agricultural production. The term culture often becomes an excuse for political and/or social disparities or companies that are insufficiently prepared to enter foreign markets. Culture turns into a package that reduces the various and complex structures of transcultural encounters to stereotypical patterns. However, in combination with the power issues noted above, an over-simplification to visible cultural standards can have severe consequences, not only in China but also in other BRIC-states.