The Use of Strategic Metaphors in Intercultural Business Communication

Sophie Cacciaguidi-Fahy and James Cunningham
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Sophie Cacciaguidi-Fahy: National University of Ireland, Galway
James Cunningham: National University of Ireland, Galway

Managing Global Transitions, 2007, vol. 5, issue 2, 133-155

Abstract: This paper contends that the use of strategic metaphors can help deliver the effective intercultural business communication necessary for global success. Using the Renault-Nissan Alliance as an example, the authors argue that an appropriate metaphor can help provide the global glue which captures the essence of the organisation’s activities, encapsulates its strategic intent, incorporates the national and global cultures, and portrays its ethical and business stance. Indeed, as is the case in the Renault-Nissan Alliance, the appropriate use of metaphor allowed the firm to bind a diverse group of stakeholders to a common goal by using the inherent ambiguity and multiplicity of meaning of the metaphor to overcome Asian and Western intercultural differences and at the same time maximise goal congruence.

Keywords: intercultural business communication; strategic metaphors; alliance relationships (search for similar items in EconPapers)
JEL-codes: M12 M14 (search for similar items in EconPapers)
Date: 2007
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Citations: View citations in EconPapers (6)

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