Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5107142 | Journal of World Business | 2017 | 16 Pages |
Abstract
We introduce contemporary metaphor theory - and, especially, the linguistic concept of metaphor complexity - as a new lens to understand the role of language in multinational corporations (MNCs). Specifically, we propose that the complexity of metaphorical communication might substantially influence the effectiveness of strategy communication in MNCs, and that this influence differs as a function of the MNC's needs for global integration and local responsiveness. We outline a research agenda for a multidimensional theory of strategy communication in MNCs - one that views the MNC not only as a multi-lingual community but also as a multi-conceptual one.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Andreas König, Angela Fehn, Jonas Puck, Lorenz Graf-Vlachy,