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Gibson, R. (Ed.) (1998). International Communication in Business. Theory and Practice. Verlag Wissenschaft & Praxis. https://doi.org/10.3790/978-3-89644-814-9
Gibson, Robert. International Communication in Business: Theory and Practice. Verlag Wissenschaft & Praxis, 1998. Book. https://doi.org/10.3790/978-3-89644-814-9
Gibson, R (ed.) (1998): International Communication in Business: Theory and Practice, Verlag Wissenschaft & Praxis, [online] https://doi.org/10.3790/978-3-89644-814-9
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International Communication in Business
Theory and Practice
Editors: Gibson, Robert
(1998)
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Abstract
The internationalisation of business is creating new needs for effective communication across language and cultural barriers. This collection of articles by distinguished contributors from companies and business schools in 13 European countries offers new insights into the vital issues in the field. Part One focuses on research into the needs of business. Part Two shows how leading business schools are responding to the challenges of preparing their students for a role on the global stage. Part Three examines a range of intercultural communication and language issues arising from internationalisation. Most of the book is in English, with serveral articles in German and one in Spanish. The contribution are selected from papers held at the 10th Conference of ENCoDe (European Network for Communication Development in Business and Education) in Ingolstadt, Germany in March 1998.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Preface | 5 | ||
| Contents | 7 | ||
| Part 1: The Business Perspective | 9 | ||
| Stephen Hagen: International communication in business: a business perspective | 11 | ||
| The international business environment | 11 | ||
| Export performance and the language factor | 12 | ||
| Which languages are in widespread use? | 14 | ||
| Are language skills available? | 14 | ||
| Lost business | 15 | ||
| Language barriers | 17 | ||
| Cultural barriers | 17 | ||
| Language strategies - training and translation | 18 | ||
| Analysis of language training needs | 21 | ||
| Conclusions of the Elucidate European study | 23 | ||
| References | 24 | ||
| Hans-Peter Sonnenborn: International communication in business - a German perspective | 25 | ||
| Going to Japan | 25 | ||
| Summing up the experience | 26 | ||
| Conclusion | 28 | ||
| Robert Gibson, Torsten Schmotz, Martina Wehner: International recruitment project | 29 | ||
| Intercultural communication at the WFI | 29 | ||
| The internationalisation process at Audi | 30 | ||
| Challenges of internationalisation for personnel marketing | 31 | ||
| AIESEC and the international recruitment project | 32 | ||
| Evaluation of the project: the Audi perspective | 33 | ||
| Evaluating the project: the university perspective | 34 | ||
| Alejandro Curado, Enriqueta Fallola, Rosa Macarro, Ian Robinson, Angela Romero: Applying for a job in Spanish business: the question of knowing English | 35 | ||
| Theoretical background | 36 | ||
| Methodology | 37 | ||
| Results | 38 | ||
| Conclusions | 39 | ||
| Part 2: The Business School Perspective | 41 | ||
| Marie-Thérèse Claes: Shifts in language education in business schools | 43 | ||
| 1. Transformations in higher education | 43 | ||
| 2. From an atomistic to a holistic approach | 44 | ||
| 3. Bilingual education | 45 | ||
| 4. Neurolinguistic aspects of bilingual education | 46 | ||
| 5. Language, communication and content | 47 | ||
| 6. Conclusion | 49 | ||
| References | 50 | ||
| John Bennett: CEMS - a model of cooperation between business schools and the world of business | 51 | ||
| Organizational structure | 51 | ||
| Curriculum | 52 | ||
| Languages | 52 | ||
| CEMS language exams | 53 | ||
| Maintaining standards | 54 | ||
| Teaching of languages / communication skills | 54 | ||
| Current member schools | 54 | ||
| John Bennett, Wolfgang Obenaus: What sort of materials are useful for teaching presentation skills for intercultural contexts? | 55 | ||
| 1. Background | 55 | ||
| 2. Why teach presentation skills? | 56 | ||
| 3. Some problems of presentations in intercultural contexts | 57 | ||
| 4. The kind of materials that might be of use | 57 | ||
| 5. The shape of the materials project (book and videotape) | 58 | ||
| 6. Conclusion | 60 | ||
| References | 60 | ||
| Patrick Mills: Business sense: do language teachers have it? | 61 | ||
| Stephen Byrne: Will I.T. blur cultural differences? | 63 | ||
| What does the word ‘culture’ mean? | 63 | ||
| How can teachers / material writers ‘teach’ culture? | 64 | ||
| Culture & Let’s Do Business (Off-line) | 65 | ||
| Culture & CINOP (On-line) | 67 | ||
| Summary | 67 | ||
| Bibliography | 67 | ||
| Appendix | 68 | ||
| Judith Torvik: E-mail in the business communications classroom: teaching cultural awareness | 69 | ||
| Background | 69 | ||
| Description and Evaluation | 70 | ||
| A Questions about e-mail and educational methods | 70 | ||
| B. Orientation and motivation | 70 | ||
| C. Secure e-mail partners | 71 | ||
| D. Define the project | 71 | ||
| E. Staging the exchange | 72 | ||
| F. Recording the progress | 72 | ||
| G. Classroom integration | 73 | ||
| H. Reporting | 73 | ||
| L Project termination | 74 | ||
| J. Preliminary outcomes of the e-mail intercultural communication project | 74 | ||
| Conclusion | 75 | ||
| Part 3: Intercultural and Language Issues | 77 | ||
| Bernd Stauss, Paul Mang: ‘Clash of civilisations’ in service encounters? | 79 | ||
| 1. Introduction | 79 | ||
| 2. The service encounter | 80 | ||
| 3. ‘Clash of civilisations’ in international service encounters? | 84 | ||
| 4. The critical incident technique as a method of measuring the perceived service encounter quality | 86 | ||
| 5. The empirical study | 88 | ||
| 6. Discussion | 92 | ||
| 7. Conclusions | 95 | ||
| References | 95 | ||
| Robert Wilkinson: Audience effects on presenters | 97 | ||
| Presentations training | 97 | ||
| Questionnaire (rating scale) | 98 | ||
| Respondents | 99 | ||
| Analysis | 99 | ||
| Results | 100 | ||
| National differences | 102 | ||
| Discussion | 105 | ||
| Conclusions | 106 | ||
| References | 108 | ||
| Paul Verluyten: Hypercorrection and other adaptation strategies in intercultural communication | 109 | ||
| Introduction | 109 | ||
| 1. A typology of adaptation strategies | 110 | ||
| 1.1. No communication | 110 | ||
| 1.2. Communication without adaptation | 111 | ||
| 1.3. Bilateral adaptation: compromise | 112 | ||
| 1.4. Unilateral adaptation | 112 | ||
| 2. Predictive factors | 113 | ||
| 3. Evaluating adaptation strategies | 115 | ||
| References | 117 | ||
| Sue Morris Grafing: Politeness strategies in business English | 119 | ||
| Sociolinguistic competence | 120 | ||
| Discourse competence | 122 | ||
| Strategic competence | 123 | ||
| Face | 123 | ||
| Power relations | 124 | ||
| Positive politeness strategies | 125 | ||
| Negative politeness strategies | 125 | ||
| Question and hedge | 125 | ||
| Nominalize | 126 | ||
| References | 127 | ||
| Sverre Vesterhus: Anglicisms in German car advertising | 129 | ||
| References | 136 | ||
| Ingrid Neumann: Die deutsche Unternehmenskultur mit den Augen norwegischer Praktikanten gesehen | 139 | ||
| Einleitendes | 139 | ||
| Zentrale Begriffe | 140 | ||
| Die Untersuchung | 142 | ||
| Die Daten | 144 | ||
| Zusammenfassung und kritische Betrachtung | 152 | ||
| Literatur | 154 | ||
| David Evans: France and Great Britain: cultural polarization and implications for bilateral trade | 155 | ||
| Franco-British attitudes towards Europe | 156 | ||
| Conclusion | 158 | ||
| Jane Griffiths, Joaquim Moreira: Cultural perceptions: an exploratory comparative study of perceptions in Poland and the United Kingdom to test the practical relevance of semiotics | 159 | ||
| Culture and systems of signs: the insight of semiotics | 159 | ||
| The exploratory research | 162 | ||
| Initial findings (see tables 1, 2 and 3) | 163 | ||
| Presentation and discussion of results | 164 | ||
| Table 1 (What is being advertised?) | 164 | ||
| Table 2 (What personality does it have?) | 167 | ||
| Table 3 (Which country-of-origin?) | 168 | ||
| Closing remarks | 170 | ||
| Questions for further research | 172 | ||
| References | 173 | ||
| Anna Lubecka: A central European communication ’melting pot’: an example of communication in services in Poland | 175 | ||
| The present state of Polish culture | 176 | ||
| Models of service cultures operating simultaneously in Poland | 178 | ||
| New socio-cultural functions of shops and services | 180 | ||
| Communication scripts in services | 180 | ||
| References | 184 | ||
| Ágnes Borgulya: Wirtschaftskultur und Kommunikation in Ungarn nach dem Umbruch | 185 | ||
| Wesen und Natur der Wirtschaftskultur | 185 | ||
| Wirtschaftsumfeld, Rahmenbedingungen in Ungarn | 186 | ||
| Die humanen Faktoren | 187 | ||
| Unternehmenskultur | 190 | ||
| Die Kommunikation | 191 | ||
| Interne Kommunikation in den Unternehmen | 192 | ||
| Externe Kommunikation in den Unternehmen | 192 | ||
| Die Sprache | 193 | ||
| Zusammenfassung | 194 | ||
| Literatur | 194 | ||
| Carmen Arellano-Hoffmann, Adriana Spadoni: Alemania - Latinoamérica. Un modelo de entrenamiento intercultural | 195 | ||
| Lluvia de ideas sobre América Latina | 195 | ||
| Imagen del ‘tipico latinoamericano’ | 196 | ||
| Cualidades del ‘tipico latinoamericano’ | 198 | ||
| La Negotiation | 199 | ||
| Trabajo a base de ‘La Negociacion’ | 200 | ||
| Conclusiones | 201 | ||
| Bibliografia | 202 | ||
| ENCoDe | 203 | ||
| WFI - Host to the 10th ENCoDe Conference | 204 |