The Use of Strategic Metaphors in Intercultural Business Communication
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.
Volume (Year): 5 (2007)
Issue (Month): 2 ()
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- Marjorie A Lyles & Jane E Salk, 1996. "Knowledge Acquisition from Foreign Parents in International Joint Ventures: An Empirical Examination in the Hungarian Context," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 27(4), pages 877-903, December.
- Nielsen, Bo Bernhard, 2001. "Trust and Learning in International Strategic Alliances," Working Papers 8-2001, Copenhagen Business School, Department of International Economics and Management.
- Hunt, Shelby D. & Menon, Anil, 1995. "Metaphors and competitive advantage: Evaluating the use of metaphors in theories of competitive strategy," Journal of Business Research, Elsevier, vol. 33(2), pages 81-90, June.
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- Kumar, Rajesh & Andersen, Poul Houman, 2000. "Inter firm diversity and the management of meaning in international strategic alliances," International Business Review, Elsevier, vol. 9(2), pages 237-252, April.
- T. K. Das, 2002. "The Dynamics of Alliance Conditions in the Alliance Development Process," Journal of Management Studies, Wiley Blackwell, vol. 39(5), pages 725-746, 07.
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