Primary or complex? Towards a theory of metaphorical strategy communication in MNCs

König A, Fehn A, Puck J, Graf-Vlachy L (2017)

Publication Type: Journal article

Publication year: 2017

Journal

Journal of World Business Elsevier

Book Volume: 52

Pages Range: 270-285

Journal Issue: 2

DOI: 10.1016/j.jwb.2016.12.008

Abstract

We introduce contemporary metaphor theory – and, especially, the linguistic concept of metaphor complexity – as a new lens to understand the role of language in multinational corporations (MNCs). Specifically, we propose that the complexity of metaphorical communication might substantially influence the effectiveness of strategy communication in MNCs, and that this influence differs as a function of the MNC's needs for global integration and local responsiveness. We outline a research agenda for a multidimensional theory of strategy communication in MNCs – one that views the MNC not only as a multi-lingual community but also as a multi-conceptual one.

Involved external institutions

Universität Passau DE Germany (DE) Wirtschaftsuniversität Wien (WU) AT Austria (AT)

How to cite

APA:

König, A., Fehn, A., Puck, J., & Graf-Vlachy, L. (2017). Primary or complex? Towards a theory of metaphorical strategy communication in MNCs. Journal of World Business, 52(2), 270-285. https://doi.org/10.1016/j.jwb.2016.12.008

MLA:

König, Andreas, et al. "Primary or complex? Towards a theory of metaphorical strategy communication in MNCs." Journal of World Business 52.2 (2017): 270-285.

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