Company linguistic identity and its metaphorical dimensions

Purchasers, personnel and products through the perspective of metaphors

Authored by: Magdalena Bielenia-Grajewska

The Routledge Companion to Cross-Cultural Management

Print publication date:  May  2015
Online publication date:  April  2015

Print ISBN: 9780415858687
eBook ISBN: 9780203798706
Adobe ISBN: 9781135105709

10.4324/9780203798706.ch18

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Abstract

Modern companies can be characterized by key issues that determine the way they function. One of these issues is related to a lack of geographical boundaries and the intense mobility of people and products. In addition, technological advancement makes access to information on merchandise and services easier and quicker. These notions lead to the growing importance of communication, a domain that relies heavily on communication is marketing since selling products or services entails communicating their value and facilitating the decision-making processes that customers partake in. Thus, marketing as such has to be studied by taking into account the linguistic aspect of offering merchandise and contacting existing and potential customers.

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