Business marketing in BRIC countries

This paper highlights the increased importance of the BRIC countries (i.e., Brazil, Russia, India, and China) in the world economy. The BRICs are not only among the best economic performers but are responsible of a considerable part of the goods and services consumed globally and intensely trade one another. This means significant business interaction that existing research fails to explain. Hence, this special issue was prepared to encourage publication of empirical research of business marketing that involves one or more BRIC countries. This paper briefly introduces to the eleven research papers included in this special issue. ► Brazil, Russia, India, and China are among the world's best economic performers. ► The BRICs represent a large proportion to the goods and services consumed globally. ► The likelihood of a BRIC as a supplier or buyer is large and continues to increase. ► New empirical research has helped our understanding of BRIC country marketing.