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The Use of Strategic Metaphors in Intercultural Business Communication


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  • Sophie Cacciaguidi-Fahy

    (National University of Ireland, Galway)

  • James Cunningham

    (National University of Ireland, Galway)

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    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.

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    Bibliographic Info

    Article provided by University of Primorska, Faculty of Management Koper in its journal Managing Global Transitions.

    Volume (Year): 5 (2007)
    Issue (Month): 2 ()
    Pages: 133-155

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    Handle: RePEc:mgt:youmgt:v:5:y:2007:i:2:p:133-155

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    Keywords: intercultural business communication; strategic metaphors; alliance relationships;

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    Cited by:
    1. 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.


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