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The Use of Strategic Metaphors in Intercultural Business Communication
Source: www.fm-kp.si
Topic: Business Communication
Sort Desciption: the effective intercultural business communication necessary for global. success. ... Key Words: intercultural business communication strategic ...
Content Inside: The Use of Strategic Metaphors in Intercultural Business Communication Sophie Cacciaguidi-Fahy James Cunningham 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 organisations 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. Key Words: intercultural business communication strategic metaphors alliance relationships jel Classification: m12 m14 Introduction Over the last decade researchon strategic alliances has received increased attention in the literature. Several streams can be identified: the first dominant theme involves examining the underlying conditions favour- ing alliance formation (Williamson 1991; Garcia-Pont and Nohria 2002); the second deals with investigating the alliance outcomes and the impact of alliances on the original partner firms (Kogut 1989; Doz 1996; Judge and Dooley 2006); while the third explores issues relating to alliance dy- namics (Singh and Mitchell 1996; Ireland Hitt and Vaidyanath 2002; Das and Teng 2002). Concurrently a wide body of literature discusses the difficulties experienced by cross-national alliances. Findings also in- dicate that many international strategic alliances are either abandoned or Sophie Cacciaguidi-Fahy is a Lecturer at the Law Faculty National University of Ireland Galway. Dr James Cunningham is a Lecturer at the Department ...
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