BIBLIOGRAFIA POPPI

Communicating in Business Contexts

Globalization and English Use in Business

  • The globalization phenomenon has influenced the use of English in professional settings.

  • Employees from various cultural backgrounds often communicate in English, which becomes a common code.

  • Language systems differ significantly, impacting meaning and expression based on local languages (L1).

  • The usage of English in business serves not only external relations but also internal company communication, contributing to equality among employees.

International Business English (IBE)

  • Johnson and Bartlett (1999) defined "International English for Business Purposes" (IBE), outlining how non-native speakers (NNSs) utilize English.

    • Key Features of IBE:

    • Restricted vocabulary (e.g., "call together" instead of "each other")

    • Use of uncountable nouns as countable (e.g., "I have a news")

    • Simplified questioning and tense structures (e.g., "Tomorrow I go to London")

    • An avoidance of passive constructions.

    • Preference for expressions like "We have" instead of "There is" (e.g., "We have a lot of traffic in Rome").

Business English as a Lingua Franca (BELF)

  • Early-2000 scholars (Lohuiala-Salminen, Charles, Kankaanranta) coined the term "Business English as a Lingua Franca" (BELF), denoting English as a tool for business communication among global interlocutors.

    • BELF promotes getting the job done effectively without strict adherence to native speaker norms.

    • It acknowledges the flexibility necessary in cross-cultural communication and that errors do not hinder effective exchanges.

Features of BELF vs. ELF

ELF

BELF

Emphasizes NS-like language competence

Focuses on appropriateness to the communication context

NS discourse as a model

Practical communication to achieve goals

Learners of English

Effective communicators and operational contributors

National cultures of NSs considered

Diversity of global business cultures recognized

Corporate Communication

Evolution of Corporate Communication

  • In the early 20th century, firms relied on PR for media interaction; by the 1970s, competition led to establishing dedicated communication departments.

  • Major shifts in business, such as privatization and mergers, necessitate enhanced communication strategies to handle stakeholder engagement effectively.

Defining Corporate Communication

  • Van Riel (2008) posits that communication is essential for accessing resources.

  • Goodman (2000) defines corporate communication as all corporate efforts to maintain effective relationships, involving strategic dissemination of values and information.

  • Distinction between Controllable communication (management's intentional actions) and Uncontrollable communication (perceptions shaped by employee behavior).

Types of Controllable Communication

  1. Management Communication

    • Focused on internal alignment and fostering trust through tools like newsletters and meetings.

  2. Marketing Communication

    • Targets customers and distributors to support sales through advertising and sponsorship.

  3. Organizational Communication

    • Manages relationships with stakeholders through public relations, investor relations, and internal communication.

Corporate Identity and Its Management

Understanding Corporate Identity

  • The components defining corporate identity require a multidisciplinary approach, focusing on design, communication, and organizational behavior.

  • Balmer (2001) identifies elements in corporate identity management, including corporate culture and corporate reputation.

Impact of Corporate Identity on Image and Reputation

  • Corporate identity affects how organizations are perceived; solid identities correlate positively with corporate reputation and stakeholder trust.

  • Dowling (2011) states a good reputation arises from public perception's alignment with corporate values and behavior.

Managing Corporate Identity

  • Strategies like the ACID Test for assessing different types of identity (Actual, Communicated, Ideal, Desired, Conceived) evaluate an organization's integrity and direction.

Corporate Communication in the Digital Age

The Role of Corporate Websites

  • Websites serve as critical communication tools, shifting from static representations of companies to dynamic, multifaceted platforms.

    • They act as electronic brochures, provide substantial information and foster customer engagement.

Website Usability

  • Usability refers to how efficiently users can navigate websites. Companies must focus on clear, user-friendly designs to avoid overwhelming audiences.

  • Good usability enhances user experience and encourages continued engagement.

Language and Corporate Identity

The Influence of Language on Corporate Identity

  • Effective corporate communication harnesses distinct language use to project corporate identity through communication strategies.

  • As companies expand, the choice of a common corporate language like English emerges, often influenced by global trends and practical needs.

Research Methodology

Poppi's Study on Corporate Identity and Language

  • The study analyzes the impact of corporate language on an organization's perceived identity, using Tetra Pak's News Archive as a corpus.

  • Focused on how language reflects the company’s identity across various cultural contexts.

Conclusion & Future Implications

  • The evolution of English as a lingua franca encapsulates both localized English varieties and its practical application in global business.

  • Businesses adapt language to construct an emphatic relationship with their audiences while navigating the complexities of cultural diversity.

  • Future communications should maintain precision and clarity while being sensitive to the cultural nuances of international interactions.