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Developing language strategies for international companies: the contribution of translation studies

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  • Janssens, Maddy
  • Lambert, José
  • Steyaert, Chris

Abstract

This article introduces translation studies in order to theorize about the ways in which international companies approach language diversity. Its purpose is to develop different language strategies relying on theoretical insights borrowed from translation studies. Inspired by historical developments in this discipline, we identify three metaphorical perspectives each with a different conception of translation and language. These perspectives are the theoretical basis on which we develop three language strategies: a mechanical, cultural and political language strategy. For each strategy, we discuss the selection of language(s), the role of translators and the validation method, and formulate proposition about the types of texts being produced. These propositions indicate that, through their international communication process, international companies become scripted as a particular type of multilingual organization, be it a uniform, a culturally specific or a hybrid text.

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  • Janssens, Maddy & Lambert, José & Steyaert, Chris, 2004. "Developing language strategies for international companies: the contribution of translation studies," Journal of World Business, Elsevier, vol. 39(4), pages 414-430, November.
    • Handle: RePEc:eee:worbus:v:39:y:2004:i:4:p:414-430
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    1. Marschan-Piekkari, Rebecca & Welch, Denice & Welch, Lawrence, 1999. "In the shadow: the impact of language on structure, power and communication in the multinational," International Business Review, Elsevier, vol. 8(4), pages 421-440, August.
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    15. Wang, Qiu & Clegg, Jeremy & Gajewska-De Mattos, Hanna & Buckley, Peter, 2020. "The role of emotions in intercultural business communication: Language standardization in the context of international knowledge transfer," Journal of World Business, Elsevier, vol. 55(6).
    16. Antioco, Michael & Coussement, Kristof & Fletcher-Chen, Chavi Chi-Yun & Prange, Christiane, 2023. "What's in a word? Adopting a linguistic-style analysis of western MNCs’ global press releases," Journal of World Business, Elsevier, vol. 58(2).
    17. Sui, Sui & Morgan, Horatio M. & Baum, Matthias, 2015. "Internationalization of immigrant-owned SMEs: The role of language," Journal of World Business, Elsevier, vol. 50(4), pages 804-814.
    18. Denice E. Welch & Lawrence S. Welch, 2008. "The importance of language in international knowledge transfer," Management International Review, Springer, vol. 48(3), pages 339-360, May.
    19. Barner-Rasmussen, Wilhelm & Aarnio, Christoffer, 2011. "Shifting the faultlines of language: A quantitative functional-level exploration of language use in MNC subsidiaries," Journal of World Business, Elsevier, vol. 46(3), pages 288-295, July.
    20. Ashish Malik & Ralf Bebenroth, 2017. "Mind Your Language! : Role of Target Firm Language in Post-Merger Integration," Discussion Paper Series DP2017-15, Research Institute for Economics & Business Administration, Kobe University.
    21. Piekkari, Rebecca & Welch, Denice Ellen & Welch, Lawrence Stephenson & Peltonen, Jukka-Pekka & Vesa, Tiina, 2013. "Translation behaviour: An exploratory study within a service multinational," International Business Review, Elsevier, vol. 22(5), pages 771-783.
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