Economic Themes (2008) 46 (3) 3, 31-51

BUSINESS RELEVANCE OF THE LANGUAGE AS AN ELEMENT OF CULTURE FOR INTERNATIONAL MARKETING


Goran Milovanović, Nada Barac, Aleksandra Anđelković

Abstract: Cultural characteristics of the targeted foreign markets are having an affect on the degree of marketing program acceptance. That’s why globally oriented companies need to continuously explore and respect different elements of culture in domestic and especialy in international environment. Language is a element of culture, and has an important influence on creating brand name and on nature of company’s communication with customers from different countries. Managers of the internationally oriented companies need to have in mind the limitations that exist when translating terms from one language to another, as well as the risks of transfer of non-verbal elements of domestic culture to foreign targeted markets.

Keywords:  culture; global communications; verbal language; trans-language homonyms; non-verbal language

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