Cross-Cultural Issues and Human Resources Management in BRIC Countries

Abstract

The BRICS market is a significant economic block, accounting for over 40% of the world population and over 20% of global GDP. International companies are eager to do business. Cross-cultural issues, however, can be barriers in human resource management (HRM) and slow the process to achieve credibility among local employees, particularly if Western approach is adopted among local employees. This study focuses on exploring cross-cultural problems in emerging markets, such as Brazil, Russia, India, and China, or infamously known as BRIC, using Hofstede 's expertise to recognise local values that influence HRM periscope and recommend HRM approaches that can be taken to meet local employee standards. From the study, multinational companies are recommended to use the RBV strategy to achieve competitive advantage and local integration. By highlighting the descriptive analysis of the systematic literature approach and using web tool research, a critical assessment of findings shows that each BRIC country has its specific culture and challenge embedded in local culture. Therefore, fully understanding local values are very useful in coping with contrasts and spot opportunities.