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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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    9. 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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    11. Aichhorn, Nathalie & Puck, Jonas, 2017. "Bridging the language gap in multinational companies: Language strategies and the notion of company-speak," Journal of World Business, Elsevier, vol. 52(3), pages 386-403.
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    15. Thavorn Thitthongkam & John C. Walsh & Chanchai Banchapattanasakda, 2010. "Language Roles in Internal and External Communication in the Thai Tourism Industry Competitiveness," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 2(2), pages 47-58, June.
    16. Ahmad, Farhan & Barner-Rasmussen, Wilhelm, 2019. "False foe? When and how code switching practices can support knowledge sharing in multinational corporations," Journal of International Management, Elsevier, vol. 25(3), pages 1-1.
    17. Vesa Peltokorpi & Markus Pudelko, 2021. "When more is not better: A curvilinear relationship between foreign language proficiency and social categorization," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(1), pages 78-104, February.
    18. Usunier, Jean-Claude, 2011. "Language as a resource to assess cross-cultural equivalence in quantitative management research," Journal of World Business, Elsevier, vol. 46(3), pages 314-319, July.
    19. Steyaert, Chris & Ostendorp, Anja & Gaibrois, Claudine, 2011. "Multilingual organizations as 'linguascapes': Negotiating the position of English through discursive practices," Journal of World Business, Elsevier, vol. 46(3), pages 270-278, July.
    20. 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).
    21. 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).
    22. 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.

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