global hegemony in business relationships. BRICS is an international trade consortium founded by Brazil, Russia, India, China, and South Africa to compete against the global hegemony of the United States in trade markets (Glickstein, 2002, p.134). The need for this type of globalization defines the competitive threat to American businesses, which have typically dominated international markets: “Fair competition and a level playing field do not exist in most emerging markets, but some BRICS companies are more powerful” ( Jones, 2005, p.256). These trends define the growing antipathy for American economic and business power in BRICS companies, which has reduced US global hegemony as “more and more Western companies are no longer market leaders” (p.256). Therefore, American companies must become more culturally savvy to compete with the BRICS, as they are seen as a threat in global markets. This type of competitive global market defines the negative effects of American exceptionalism that will culturally challenge US societies around the world