...Guro R. Sanden; Anne Kankaanranta Purpose The purpose of this paper is to examine the implications of corporate language policies that are implemented without formal decision-making processes. Design/methodology/approach A qualitative case study based on three Scandinavian multinational...

... 2007 Corporate identity China Brand image Personality Languages For (2), the analysis of rhetorical construction of corporate‐slogans covers only the bilingual ones. The rhetorical characteristics of both language versions are compared. Rhetoric is an intentional practice...

... communication in an age when English is becoming a global language and could be separated from the cultures of English‐speaking countries. Especially, the role of communication is crucial in the case of global companies where serious miscommunication could be caused by cultural elements as well as linguistic...