Chapter 1
Layers of Language
Company jargon // acronyms and terms
specific to the company. This evolves over
1. Everyday time.
3. Technical/
written and 2. Company Professional
spoken jargon Technical/professional language // a coded
language
language language common within and between
groups, which can be used to include or
exclude others.
They are all interconnected
Embeddedness-in-culture: language is separated from culture
English as a lingua franca
Over 85% of international organisations use English – but the majority of its speakers are
non-natives!
English fluency gives the possibility to participate in the global conversation, but also
functions as a contrast or transit language.
Language and Expansion Patterns
Language comfort zone
expanding to a market that uses the same language (reduces psychic distance and
makes for easier/cheaper information collection and processing, network building,
negotiating, and promotional activities)
BUT: language similarity ≠ market similarity
The Empire Language Path
Colonial heritage brings together language, history, and economic + business ties.
(French in Africa, Spanish in South America, English in India)
Paradox of language distance:
empires differ in size and other markets might be more attractive
following an empire path can give false confidence.
Diaspora Language Path
group of people with the same heritage that have immigrated all over the world
Layers of Language
Company jargon // acronyms and terms
specific to the company. This evolves over
1. Everyday time.
3. Technical/
written and 2. Company Professional
spoken jargon Technical/professional language // a coded
language
language language common within and between
groups, which can be used to include or
exclude others.
They are all interconnected
Embeddedness-in-culture: language is separated from culture
English as a lingua franca
Over 85% of international organisations use English – but the majority of its speakers are
non-natives!
English fluency gives the possibility to participate in the global conversation, but also
functions as a contrast or transit language.
Language and Expansion Patterns
Language comfort zone
expanding to a market that uses the same language (reduces psychic distance and
makes for easier/cheaper information collection and processing, network building,
negotiating, and promotional activities)
BUT: language similarity ≠ market similarity
The Empire Language Path
Colonial heritage brings together language, history, and economic + business ties.
(French in Africa, Spanish in South America, English in India)
Paradox of language distance:
empires differ in size and other markets might be more attractive
following an empire path can give false confidence.
Diaspora Language Path
group of people with the same heritage that have immigrated all over the world
