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The Use of Strategic Metaphors in Intercultural Business Communication

Author

Listed:
  • Sophie Cacciaguidi-Fahy

    (National University of Ireland, Galway)

  • James Cunningham

    (National University of Ireland, Galway)

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.

Suggested Citation

  • Sophie Cacciaguidi-Fahy & James Cunningham, 2007. "The Use of Strategic Metaphors in Intercultural Business Communication," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 5(2), pages 133-155.
    • Handle: RePEc:mgt:youmgt:v:5:y:2007:i:2:p:133-155
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    File URL: http://www.fm-kp.si/zalozba/ISSN/1581-6311/5_133-155.pdf
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Alasdair Marshall & Melanie Ashleigh & Denise Baden & Udechukwu Ojiako & Marco Guidi, 2015. "Corporate Psychopathy: Can ‘Search and Destroy’ and ‘Hearts and Minds’ Military Metaphors Inspire HRM Solutions?," Journal of Business Ethics, Springer, vol. 128(3), pages 495-504, May.
    2. König, Andreas & Fehn, Angela & Puck, Jonas & Graf-Vlachy, Lorenz, 2017. "Primary or complex? Towards a theory of metaphorical strategy communication in MNCs," Journal of World Business, Elsevier, vol. 52(2), pages 270-285.
    3. Cezar SCARLAT & Elizabeth J. ROZELL & Wesley A. SCROGGINS, 2011. "Characteristics of the Romanian Entrepreneurial Prototype," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(1), pages 84-96, March.
    4. Petia Genkova & Anna Gajda, 2017. "Culture or Culture of Participation: A Success Factor by International Mergers and Acquisitions?," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(4), pages 157-157, March.
    5. repec:cmj:journl:y:2013:i:28:zarzucl is not listed on IDEAS
    6. Carmen – Laura ZARZU, 2013. "Who Needs Intercultural Competences?," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 1, pages 67-73, May.

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    More about this item

    Keywords

    intercultural business communication; strategic metaphors; alliance relationships;
    All these keywords.

    JEL classification:

    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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