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

Andreas König, Angela Fehn, Jonas Puck and Lorenz Graf-Vlachy

Journal of World Business, 2017, vol. 52, issue 2, 270-285

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: Multinational corporation (MNC); Multinational enterprise (MNE); Language (language design); Multilingual system; Strategy communication; Metaphorical communication; Metaphor complexity (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:worbus:v:52:y:2017:i:2:p:270-285

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DOI: 10.1016/j.jwb.2016.12.008

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