BRICS Business Magazine English Edition No.5
To convince and attract means to inspire trust. There is no other tool that is more rational than trust – after all, it is capable of bringing down costs in any processes – from business to international relations. However, very few people are able to learn to trust and afford this luxury, which is rather unfortunate. In today’s world trust has truly become one of the most sought-after commodities. Expanding trust and its reach is a key priority, which I am sure can be addressed.
Naturally, the ‘attract – convince – inspire trust’ formula needs to be augmented to include the notion of ‘understanding.’ We need to fully recognize and take account of the difference between ourselves and other people and bear in mind that we think and perceive information in different ways. In any communication there is a risk of pseudo-communication when the difference between the meaning conveyed and the meaning perceived is too great. Many developing nations suffer from this problem to varying degrees.
Therefore, it is not enough to just accumulate soft power with all of its components in the hope that it will work out automatically by itself. One needs to have a long-term plan spelling out how this soft power will be used. This task can be simplified if we comply with the rules of the game that are the same for everyone. Deep down these rules amount to respect and the aforementioned trust. Not everyone seems capable of it – far from it – but each of us needs to strive to respect others while remembering to respect ourselves. The same can be said about trust.
Despite their heavyweight presence in international trade, the BRICS countries are barely integrated into global financial and human flows and interact with one another on an exceedingly limited scale. Yet Pankaj Ghemawat, who co-authored the Depth Index of Globalization, believes that this state of affairs still offers great opportunities. If the BRICS decide to seriously tackle globalization issues, they stand to tap into new and powerful growth points.Opinion
Aging and low fertility rates are making it an absolute necessity for Europe to attract more migration from the emerging world. But instead of taking an alarmist stance on the inevitable growth of its foreign-born population and on losing its identity, the European community should better bet on assimilating immigrants and developing a citizenship model based on who people are, not where they have come from, Jack A. Goldstone tells the Gaidar Forum in Moscow.Opinion
Oliver Stuenkel firmly believes that if ordinary Brazilians, South Africans, Indians, Russians and Chinese people spent an evening in each other’s company over a glass of wine, they could bring the BRICS countries closer together better than any efforts by diplomats.Opinion
As a result of the global financial crisis people no longer trust banks. This means that the time has come to revisit some of the fundamental principles underlying the operations of the banking sector. It also means that only those financial institutions that act responsibly and ethically in pursuing their goals and objectives are likely to survive this sobering challenge.Business
Although violence remains a relevant instrument for Mexican drug cartels, they have mastered an impressive arsenal of softer tools such as social inclusion, family ties, and creative organizational designs, to better pursue their criminal interests across the Americas and beyond. This article, based on his original TED talk, has been exclusively adapted for BRICS Business Magazine by the author.Business
To become a truly influential international force the BRICS not only have to strengthen their weak internal bonds but also make proposals to lay the foundations for a global agenda, remaining equally vital both for developed and developing countries. This task is not as daunting as it seems, and the agenda items have been talked about for a long time.Strategy
A smart government puts on good pair of marketing shoes if it wants to add value to its country brand. In the global Vanity Fair, the right question is not how to become more famous, but how to become more relevant to consumers – as Simon Anholt and Sergey Mitrofanov discuss in a peer-to-peer Q&A.Soft power
Ten years ago a network of Confucius Institutes was founded as a soft power tool designed to promote Chinese culture and foster the country’s positive image on a global scale. However, it appears that the institution has not managed to fulfil its primary objective, and to an extent has become ‘westernized.’ BRICS Business Magazine interviewed academics closely familiar with the Confucius Institute system to explore the reasons behind this.Soft power
If 90% of the information about the world around us that reaches our brain is visual, cinematography should be given credit as one of the most important factors for a country’s ‘soft power.’ No one would dispute that premise in India. While its domestic film industry continues to take its lead from Hollywood, it does know a thing or two about making movies, and exporting them at a profit, in its own unique waySoft power
There are more than 6,000 languages spoken in the world today, and 30% of them are used by no more than a thousand people. To identify the 25 most significant languages of our time, one must factor in not only the number of native speakers of each language, but also how many people speak it as a second language. One should also take into account its influence on global commerce and trade, as well as whether it enjoys the status of a lingua franca.Languages
One of the most well-known Russian linguists abroad, Vladimir Plungian is a corresponding member of the Russian Academy of Sciences and head of the Department of Theoretical and Applied Linguistics at Lomonosov Moscow State University. He also leads the Department of Corpus Linguistics and Poetics at the Vinogradov Institute of Russian Language. Here he talks to BRICS Business Magazine about the relationship between languages and thought, what makes a good global language, the consequences of globalization, and Africa.Languages
Changes in our language represent a legitimate phenomenon that is directly governed by global processes. As primary and secondary economic roles are divided between countries, some languages automatically become more widespread, while others teeter on the brink of extinction. But neologisms and borrowed words may help keep a language on the linguistic map, explains Maxim Kronhaus, head of the Social Linguistics Centre at the Russian Academy of National Economy and Public Administration, in an interview with BRICS Business Magazine.Languages
Within the context of staggering Asian urbanization, it is hard to resist the lure of big data. However, a quantitative approach to measuring the whole process and quality of urban life in India and China does not tell the whole story, as Pushpa Arabindoo said at the Moscow Urban Forum.Cities
Universiades, also known as World University Games, hold a special place among the super events of the sports world that Russia has been chosen to host. While there is much less grandeur about them compared to the Olympic Games or the FIFA World Cup, they make at least as much practical sense for the host city’s infrastructure, local communities and international business.Cities
“National reputation cannot be constructed; it can only be earned,” says territorial branding guru Simon Anholt in his book Places: Identity, Image and Reputation. “In other words the multi-million dollar investments channeled by governments towards building their countries’ branding through advertising and PR campaigns are unlikely to yield any tangible results in the long term,” he writes. So, what happens then? What should developing nations do to promote their image in the eyes of the international community? BRICS Business Magazine here publishes excerpts from Anholt’s Places, with answers to these and many other questions.Geography and eternity
Where do the planet’s happiest people live? To find out, perhaps one could start by counting smiles from around the world. Jetpac City Guides has done exactly that, to create its own world happiness ranking – and it says the number of smiling citizens has nothing to do with the amount of money in their pockets.