As a consequence of the globalised world in which we live, companies have become increasingly involved in international market-expanding operations such as mergers, acquisitions and other strategic alliances. In addition to the classic Triad ‘countries’ – the US, the EU (represented mainly by Germany and France) and Japan – and their foreign direct investments (FDI) around the globe, we can now witness a new phenomenon played out by emerging countries, particularly the BRIC countries (Brazil, Russia, India and China), who have lately consolidated their position as major actors on the worldwide stage. Thus, within our current geopolitical context, Europe and the US can no longer afford to remain uninformed about the steps implemented by these emerging economies intent on conquering new markets. In this article, we will take a closer look at the experiences of Chinese multinational companies within another emerging country, Brazil. It is not a secret that an international merger process implicates several hurdles to be overcome, especially ones concerned with cultural integration.
