Journal of world business vol:39 issue:4 pages:414-430
This article introduces translation studies in order to theorize about the ways in which international companies approach language diversity. Its purpose, is to develop different language strategies relying on theoretical insights borrowed from translation studies. Inspired by historical developments in this discipline, we identify three metaphorical perspectives each with a different conception of translation and language. These perspectives are the theoretical basis on which we develop three language strategies: a mechanical, cultural and political language strategy. For each strategy, we discuss the selection of language(s), the role of translators and the validation method, and formulate proposition about the types of texts being produced. These propositions indicate that, through their international communication process, international companies become scripted as a particular type of multilingual organization, be it a uniform, a culturally specific or a hybrid text. (C) 2004 Elsevier Inc. All rights reserved.