Table 3 Construction and expression of... | Emerald Publishing

Table 3

Construction and expression of international identity through language choices in connection with firm internationalization

Identity formation	What it means for Softa's language choices		Symbolic value of language choices in constructing and expressing identity	Sense-making of/sense-giving to language choices in relation to organizational identity	Approach to internationalization
Who are we?	Internal:	Finnish	We are international	To be international, we need to make the product available for international customers. Hence, the use of English in addition to the local language, Finnish	Reacting to customer inquiries from abroad
Who are we?	External:	Finnish, English	We are international		Reacting to customer inquiries from abroad
Who are we not?	Internal:	Finnish, English	We are different from firms that are not (so) international. Therefore, we are international	We are international because of our language choices: we can serve our customers in multiple (native) languages, and we speak English internally	Localized approach towards customers through strategic staffing of foreign-born employees
Who are we not?	External:	Multilingual
Who are we like?	Internal:	Finnish, English	We are similar to other international firms. Therefore, we are international	Because we are international, we use English with all our customers and speak English internally. We are a global actor without a clear country of origin	Standardized “one global” approach toward all customers
Who are we like?	External:	(mostly) English			Standardized “one global” approach toward all customers

Identity formation	What it means for Softa's language choices		Symbolic value of language choices in constructing and expressing identity	Sense-making of/sense-giving to language choices in relation to organizational identity	Approach to internationalization
Who are we?	Internal:	Finnish	We are international	To be international, we need to make the product available for international customers. Hence, the use of English in addition to the local language, Finnish	Reacting to customer inquiries from abroad
Who are we?	External:	Finnish, English	We are international		Reacting to customer inquiries from abroad
Who are we not?	Internal:	Finnish, English	We are different from firms that are not (so) international. Therefore, we are international	We are international because of our language choices: we can serve our customers in multiple (native) languages, and we speak English internally	Localized approach towards customers through strategic staffing of foreign-born employees
Who are we not?	External:	Multilingual
Who are we like?	Internal:	Finnish, English	We are similar to other international firms. Therefore, we are international	Because we are international, we use English with all our customers and speak English internally. We are a global actor without a clear country of origin	Standardized “one global” approach toward all customers
Who are we like?	External:	(mostly) English			Standardized “one global” approach toward all customers