The Multilingual Reality of Global Business Expansion
Chapter 7: Language and international marketing
In the book so far, we have concentrated on the role of language within the internationalizing firm. The focus has been on internal interactions between headquarters and the various subsidiary units, teams and individuals. We now turn our attention to the role of language in connections between internal organizational members and external parties. Obviously, marketing, or more specifically international marketing, is at the forefront of an internationalizing firm’s interactions with foreign institutions, groups and individuals, involving communication with customers, intermediaries, government agencies and the like. How the organization handles these external interactions will have a critical impact on its ability to penetrate foreign markets. The importance of language considerations for international marketing effectiveness is confirmed in a wide range of studies, some of which we identify in this chapter. Earlier chapters of this book have shown the myriad ways in which language effects play out in different communication forms, within and between organizations and individuals, potentially altering, distorting, filtering or blocking messages.
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.