Primary or complex? Towards a theory of metaphorical strategy communication in MNCs

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• 作者：Andreas Kö ; nig^a ; ^{andreas.koenig@uni-passau.de} ; Angela Fehn^a ; ^{angela.fehn@uni-passau.de} ; Jonas Puck^b ; ^{jonas.puck@wu.ac.at} ; Lorenz Graf-Vlachy^a ; ^{lorenz.graf-vlachy@uni-passau.de}
• 关键词：Multinational corporation (MNC) ; Multinational enterprise (MNE) ; Language (language design) ; Multilingual system ; Strategy communication ; Metaphorical communication ; Metaphor complexity
• 刊名：Journal of World Business
• 出版年：2017
• 出版时间：February 2017
• 年：2017
• 卷：52
• 期：2
• 页码：270-285
• 全文大小：939 K
• 卷排序：52

文摘

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.