Yvette Sánchez - Böcker

Transculturalism and Business in the BRIC States, edited by Yvette Sánchez and Claudia Franziska Brühwiler, is the first handbook on the BRIC States that offers a transcultural perspective, which goes beyond the typical ’how to’ manuals or economic projections and provides an understanding of transculturalism as it is studied and practiced in the respective countries themselves. This unique reference book also offers insights into the relations between the corresponding states and the challenges facing those trying to foster more intense business exchanges. The reader learns to interpret cross-cultural issues from the perspectives of the BRIC states themselves and gains insight into the way scholars in the BRIC area reflect on transculturalism. Moreover, it introduces the reader to fresh visualizations that help consider transculturalism beyond the known categories. The book will appeal, on the one hand, to practitioners who are active in the BRIC states and wish to better grasp the challenges to business relations, as well as the intra-area dynamics and, on the other hand, to scholars in transcultural studies and international management, due to its insider approach. Since the book combines theoretical concepts with a clear geographic focus and a critical approach to traditional models, it is suitable for both academic audiences as well as for practitioners who appreciate a sound theoretical base and a fresh take on a subject.

Transculturalism and Business in the BRIC States, edited by Yvette Sánchez and Claudia Franziska Brühwiler, is the first handbook on the BRIC States that offers a transcultural perspective, which goes beyond the typical ’how to’ manuals or economic projections and provides an understanding of transculturalism as it is studied and practiced in the respective countries themselves. This unique reference book also offers insights into the relations between the corresponding states and the challenges facing those trying to foster more intense business exchanges. The reader learns to interpret cross-cultural issues from the perspectives of the BRIC states themselves and gains insight into the way scholars in the BRIC area reflect on transculturalism. Moreover, it introduces the reader to fresh visualizations that help consider transculturalism beyond the known categories. The book will appeal, on the one hand, to practitioners who are active in the BRIC states and wish to better grasp the challenges to business relations, as well as the intra-area dynamics and, on the other hand, to scholars in transcultural studies and international management, due to its insider approach. Since the book combines theoretical concepts with a clear geographic focus and a critical approach to traditional models, it is suitable for both academic audiences as well as for practitioners who appreciate a sound theoretical base and a fresh take on a subject.

Esta colección de ensayos participa en el trabajo de revsión de los imaginarios de las Américas que se lleva a cabo desde hace unas décadas. Asistimos a una despolarización de la historia económica, política y cultural, manifiesta en una marcada tendencia a “cruzar” fronteras imaginarias e institucionales entre el Norte y el Sur, lenguas, historias, grupos étnicas, disciplinas. Al mismo tiempo, constatamos en las Américas y en el mundo, el refuerzo y la multiplicación de fronteras visibles e invisibles. En este contexto paradójico, los “cruces” cumplen la importante función de des-construir los antagonismos y la bipolaridad que estructuran las visiones de las Américas, para que podamos pensarlas como estructura transcultural de red. El “cruzar”, que proponemos como figura y límite de nuestro enfoque compartido, pretende destacar las dinámicas a la vez contradictorias y prometedoras en las relaciones interamericanas. La metáfora del cruce evoca el proceso de traslación entre polos, las inversiones quiásmicas más que dicotómicas; orienta la mirada y la atención hacia las nuevas configuraciones y prácticas socio-culturales que se gestan a pesar y en contra de las fronteras. Con ella queremos mantener a la vista la trampa de la armonización e idealización de la diferencia que acecha a todo investigador de las Américas.~This collection of essays participates in the revision of the imaginaries of the Americas that has been carried out for several decades. We are witnessing a depolarization of economic, political and cultural history, manifested in a marked tendency to 'cross' imaginary and institutional borders between North and South, languages, histories, ethnic groups, disciplines. At the same time, we see in the Americas and in the world, the reinforcement and growth of visible and invisible borders. In this paradoxical context, the 'crossings' fulfill the important function of deconstructing the antagonisms and bipolarity that structure the visions of the Americas so that we can think of them as a transcultural network structure. The 'crossing', which we propose as a figure and limit to our shared approach, it aims to highlight the dynamics that are both contradictory and promising in inter-American relations. The crossing metaphor evokes the transfer process between poles, chiasmic rather than dichotomous inversions; directs the gaze and attention towards the new socio-cultural configurations and practices that are being developed despite and against borders. With it we want to make visible the trap of harmonization and idealization of difference that haunts every researcher in the Americas.