Culture involves a unique set of assumptions about how one does business. In general, BRIC cultures are more high context,relationship-focused cultures. What does this mean for U.S. business representatives seeking to work with organizations in BRICcountries such as Brazil or China?

• BRIC cultures are more time-focused and want to get on with "business."
• In BRIC cultures,employees would expect more face-to-face meetings.
• BRIC cultures exhibit higher trust so deal-making should be easy.
• In BRIC cultures, people say exactly what they mean.