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Table 25.1 Functionality offered by language Functionality Alternative languages English German Spanish Medium of communication 6 8 5 Means of identification 3 7 6 Medium of development 4 5 8 2 The factors are the performance of the language as a (a) medium of communication, (b) means of identification and (c) medium of development. 3 The factor, medium of communication, would carry a relative weight of 50 points; means of identification would carry 25 points; and medium of development also would carry 25 points. The normalized relative weights would be 0.50, 0.25, and 0.25, respectively. 4 Each of the three factors can be measured on a scale ranging from a low of 1 to a high of 10, where a measure of 1 for a factor would indicate that the degree to which that factor is present in the particular language is extremely low, and a value of 10 would indicate that the degree to which that factor is present in the particular language is extremely high. 5 For each factor, an increase in the factor increases the competitive advantage. 6 The following analysis should be performed. For each language, discount the functionality rating by the relative weight of that functionality. Then, add the resulting scores by columns, yielding a cumulative rating of the corresponding language. In the example shown in Table 25.2, the highest cumulative rating is associated with the German language. German would, therefore, be recommended to the firm as the additional working language of choice. Summary In this chapter, the concept of language as a corporate asset was presented. An analogy was drawn between money and message, and between currency and language. This analogy formed the basis of the ideas developed here. The role of language in the evolving trends of emerging knowledge economy, globalization of business, and workforce diversity was examined. The literature on the economics of language was reviewed from the perspective of corporate planners. Finally, an example illustrated how a multinational corporation may formulate and apply its language policy. Table 25.2 Functionality analysis Functionality Alternative languages English German Spanish Medium of communication 6 × 0.50 = 3.00 8 × 0.50 = 4.00 5 × 0.50 = 2.50 Means of identification 3 × 0.25 = 0.75 7 × 0.25 = 1.75 6 × 0.25 = 1.50 Medium of development 4 × 0.25 = 1.00 5 × 0.25 = 1.25 8 × 0.25 = 2.00 Total score 4.75 7.00 6.00 © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors
REFERENCES Abrams, B. A. (1983) ‘An economic analysis of the language market’, The Journal of Economic Education, 14(3), 40–7. Agca, S., Eksioglu, B. and Ghosh, J. B. (2000) ‘Lagrangian solution of maximum dispersion problem’, Naval Research Logistics, 47, 97–114. Amidon, D. M. (1997) Innovation Strategy for the Knowledge Economy: The Ken Awakening, London: Butterworth-Heinemann. Ancona, D. G. and Caldwell, D. F. (1992) ‘Demography and design: predictors of new product team performance’, Organization Science, 3, 321–41. Andersen, O. (1993) ‘On the internationalisation process of firms: a critical analysis’, Journal of International Business Studies, 24(2), 209–21. Anonymous (1998) ‘Fluent jargonspeak’, Management Today, March, 104. Anonymous (1999) ‘A new corporate vocabulary’, Malaysian Business, 1 December. Antinolfi, G. and Keister, T. (2001) ‘Dollarization as a monetary arrangement for emerging market economies’, Review (Federal Reserve Bank of Saint Louis), 83(6), 29–39. Bantel, K. A. and Jackson, S. E. (1989) ‘Top management and innovations in banking: does the composition of the top team make a difference’, Strategic Management Journal, 10, 107–24. Black, G. (1991) ‘Briefingspeak’, Nation, 252(9), 292–3. Blackler, F. (1995) ‘Knowledge, knowledge work and organizations: an overview and interpretation’, Organization Studies, 16(6), 1021–46. Blumenthal, A. (1940) ‘A new definition of culture’, American Anthropologist, 42, 571–86. Bochner, S. and Hesketh, B. (1994) ‘Power distance, individualism/collectivism, and job-related attitudes in a culturally diverse work group’, Journal of Cross-Cultural Psychology, 25, 233–57. Bourdieu, P. (1991) Language and Symbolic Power, Cambridge, MA: Harvard University Press. Breton, A. (1978) ‘Nationalism and language policies’, Canadian Journal of Economics, 11, 656–68. Breton, A. (ed.) (1998) Economic Approaches to Language and to Bilingualism, Ottawa: Canadian Heritage. Calvo, G. A. (1999) On Dollarization, College Park, MD: Department of Economics, University of Maryland. Clegg, S. R., Ibarra-Colado, E. and Bueno-Rodriquez, L. (eds) (1999) Global Management: Universal Theories and Local Realities, London: Sage Publications. Coleman, A. and Cree, R. (2002) ‘Speaking in tongues’, Director, 55(11), 21–3. Cooper, R. (1989) Language Planning and Social Change, Cambridge, New York: Cambridge University Press. Coulmas, F. (1991) ‘The language trade in the Asian Pacific’, Journal of Asian Pacific Communication, 2(1), 1–27. Coulmas, F. (1992) Language and Economy, Oxford: Blackwell Publishers. Cox, T. H., Jr (1993) Cultural Diversity in Organizations: Theory, Research, and Practice, San Francisco: Berrett-Koehler. Cox, T. H., Jr, Lobel, S. A. and McLeod, P. L. (1991) ‘Effects of ethnic group cultural differences on cooperative and competitive behavior on a group task’, Academy of Management Journal, 34, 827–47. Dhir, K. S. (2001) ‘Assessment of the value of knowledge transferred: a mixed mode approach’, in M. G. Nicholls, S. Clarke and B. Lehaney (eds), Mixed-Mode Modelling: Mixing Methodologies for Organisational Intervention, Dordrecht: Kluwer Academic Publishers, pp. 137–69. Dhir, K. S. and Goke-Pariola, A. (2002) ‘The case for language policies in multinational corporations’, Corporate Communications: An International Journal, 7(4), 141–51. Dhir, K. S. and Harris, J. E. (2001) ‘The emerging paradigm for information and knowledge creation in academic organizations’, International Journal of Management Literature, 1(2, 3, 4), 305–15. Dhir, K. S. and Savage, T. (2001) ‘The value of a language: can decision science and linguistic perspectives converge,’ in V. L. Smith-Daniels and M. Rungtusanatham (eds), Proceedings of the 2001 National Decision Sciences Institute Conference, Atlanta, GA: Decision Sciences Institute, Georgia State University, 258–60. © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors
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HANDBOOK OF CORPORATE COMMUNICATION
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First published 2004 by Routledge 1
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PART II: CORPORATE COMMUNICATION AT
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Figures 2.1 Strategic employee comm
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Tables 2.1 Strategic objectives 5.1
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Contributors Anthony Clive Allen is
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David Pickton lectures and research
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organization as a whole beyond that
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Preface In its 250th anniversary ye
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PART I CORPORATE COMMUNICATION AT N
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enlightenment regarding cross-cultu
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participants had a sense of outcome
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5 Working to define clear and measu
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game’ according to the men’s ru
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that assist the leader in perceivin
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interaction patterns are slow to ev
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and physical ability. As the concep
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organizations: have academics and t
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CHAPTER 2 A best-practice approach
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implications and effects. Many mana
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4 Effective media/forums: Effective
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The three-phase action plan contain
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Where are the company’s employee
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Once senior management has establis
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employee improvement efforts, at th
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CHAPTER 3 Knowledge management for
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take this further and distinguish b
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• The identification of the conce
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structured). The lack of formal org
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as they occur in and affect organiz
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kinds in organizations, data wareho
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tools, techniques, methods and prin
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the wider tasks of disseminating kn
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to achieve. Rich networks of contac
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management of these resources. Ther
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CHAPTER 4 Corporate and government
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the collective and the planned towa
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individual business executive cause
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due to ‘handicaps in status’. D
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definition of the national interest
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This was the case with the Major go
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Public silence, private analysis an
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The tension between these perspecti
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Principles and Practice, London: Th
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have resulted in shifts in normativ
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out of which twenty-three replies w
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Argument over how public relations
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ather than rank in order of perceiv
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programmes. This is possible only i
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A practitioner claims that research
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elations. The term that seems to be
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have in place some form of auditing
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2 Wheeler, T., D. Moss and J. White
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CHAPTER 6 Communication similaritie
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of mass communications, journalism
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2000). Stakeholders with a large st
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But over time, both entrepreneurial
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with a small and important number o
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similarities of quoted (listed) or
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expressed, especially in the United
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Chairman CorpCom Committee Finance
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their time on communication. Argent
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question, debate the judiciary func
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CHAPTER 7 Strategic challenges for
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implementation which implies three
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one major objective to aim at whils
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The nurse The administrator The the
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Patients and service users Non-care
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whom a communication breakdown may
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hospital as advocated by the profes
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A changing local government environ
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Act local Despite the original misg
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Summary Both studies indicate the c
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CHAPTER 8 Communication audits: bui
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ship of key issues and relating com
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• What are the key business probl
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available the results will be, and
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should also be publicized. In this
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• give regular feedback on perfor
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REFERENCES Cialdini, R. (2001) Infl
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CHAPTER 9 The Olympic Games: a fram
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well-structured department format,
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Table 9.2 Seoul 1988 PR practices D
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Table 9.4 Atlanta 1996 PR practices
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according to the specific Australia
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etween venue operations and the pho
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Howard, S. (1998) Corporate Image M
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Meaning of the corporate brand Corp
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in today’s fast paced global comp
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managers and employees to keep up w
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in innovative products of a consist
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CHAPTER 11 Differing corporate comm
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would like to achieve. From the mom
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Most businesses have the potential
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clear majority of the respondents b
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Sales and business development team
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national differences, and they may
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imitate and copy others rather than
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and systems are altered. Communicat
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from business leaders to the people
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there were 78,339 firms involved in
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Table 12.1 Advertising industry tur
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loses the phonetic link with the or
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of the issues discussed here will h
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wants and attitudes, something that
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Table 12.10 How did you integrate t
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Table 12.14 What role does event sp
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NOTE 1 The Chinese names of interna
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linguistics; management and marketi
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your company is in. This brings us
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- securities - insider information;
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Only 8.8 per cent use a vendor for
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Building a corporate communication
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America some seventy years ago, onl
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and interpreting information. Liste
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• Electronic means: email, broadc
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People on their own and in organize
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LANs (local area networks) function
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Qualities of organizations and peop
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Technology and the environment The
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and external relationships. The act
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CHAPTER 14 Assessing integrated cor
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ment of working relationships with
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Barriers to integrated corporate co
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addressed in each dimension and bet
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example, the different strategies a
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Integration of communication target
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Dimensions of integration Very stro
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is an assessment tool. The resultin
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CHAPTER 15 New technology and the c
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However, there are also strong argu
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smaller groups of people, i.e. from
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dominated by a handful of huge comp
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Figure 15.2 The changing face of Co
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PART III MANAGING IMAGE, IDENTITY A
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modes of delivery - it supports amo
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Conversely, and of equal importance
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open up new competitions in what we
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May, with 24 hours non-stop music b
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Kanter, R. M. (1989) When Giants Le
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Table 17.1 The best corporate reput
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Mandelson, Henry McLeish, and Slobo
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Schultz, 1999). The second reason i
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Table 17.3 Revenue (%) Less than $1
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While there is little doubt that go
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McCarthy, E. J. and Perrault, W. D.
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Table 18.1 Operational functions of
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Table 18.2 Differences between rout
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Due to the wide range of circumstan
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Legislative/regulatory (UK) Environ
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The Turnbull Report encompasses iss
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Data recovery Technology recovery B
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as electrical supplies, voice and d
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direction the media would take so t
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on top of the building. Meridian we
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the system/building failure was dow
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Scotiabank’s incident response In
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Scenario: phases 1 and 2 Info sourc
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As vice president, Rex Engstrand, d
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Luftman, J. N. (2003) Managing Info
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Issues Issues management is part of
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Agency Agency Agency Agency Transpa
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tent. Such lack of website maintena
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inging people in to work from home
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e) deployed. In addition, the conse
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Figure 19.5 Tesco has statements ab
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organization is something that has
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Mojo Wire, 11 is the website which
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Someone got your copyright: you got
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prevent a mass of comment in dozens
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NOTES 1 Grunig, J. E. (1982), ‘Th
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lifetimes. 2 A study by CBS News an
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• Do you agree the events of Sept
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Table 20.1 Responses of senior-leve
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important and more significant assi
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Table 20.3 Comparing mean scores be
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11th because stockholders and emplo
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email conversational interviews wit
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CHAPTER 21 Public relations and dem
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about public policy options. This t
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international flux and transformati
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etween organizations and publics. A
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elations. Some of these took their
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By the late 1950s and early 1960s m
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PART IV THE FUTURE IS NOW
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developed in this chapter as an aid
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Page 386 and 387: CHAPTER 23 Methodological issues fo
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Page 392 and 393: • In making sense of the world, u
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Page 398 and 399: y what the organization values and
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Page 410 and 411: The evolution of the knowledge econ
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Page 414 and 415: language policies. With rare except
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Page 418 and 419: Abrams (1983) goes on to describe l
Page 420 and 421: dominant language emerges within hi
Page 422 and 423: degree to which the language afford
Page 426 and 427: Dhir, K. S. and Savage, T. (2002)
Page 428 and 429: Reeves, N. and Wright, C. (1996) Li
Page 430 and 431: growth of public relations. There i
Page 432 and 433: economic downturn, the global corpo
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Page 436 and 437: Technology Anyone practising public
Page 438 and 439: nurses and pharmacists, and include
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Page 444 and 445: of the tragedy of Enron, that 90 pe
Page 446 and 447: expose the student to some thought
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Page 450 and 451: CHAPTER 28 The new frontier for pub
Page 452 and 453: necessary (Grunig et al., 1995). Fo
Page 454 and 455: culture-bound perspectives and assu
Page 456 and 457: audiences; in addition to communica
Page 458 and 459: All respondents agreed that knowled
Page 460 and 461: company needing more foot soldiers
Page 462 and 463: (1995) Multicultural Public Relatio
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