Quotation König, Andreas, Fehn, Angela, Puck, Jonas, Graf-Vlachy, Lorenz. 2017. Primary or Complex? Towards a Theory of Metaphorical Strategy Communication in MNCs. Journal of World Business 52 (2), 270-285.




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 multilingual community but also as a multi-conceptual one.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of World Business
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new FIN-A, MAN-A, STRAT-B, VW-C, WH-A
Language English
Title Primary or Complex? Towards a Theory of Metaphorical Strategy Communication in MNCs
Volume 52
Number 2
Year 2017
Page from 270
Page to 285
Reviewed? Y
URL https://www.sciencedirect.com/science/article/pii/S1090951616302759
DOI http://dx.doi.org/10.1016/j.jwb.2016.12.008


Puck, Jonas (Details)
Fehn, Angela (Universität Passau, Germany)
Graf-Vlachy, Lorenz (Universität Passau, Germany)
König, Andreas (Universität Passau, Germany)
Institute for International Business (Puck) (Details)
Institute for International Business IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5300 Economics (Details)
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