Multilingualism, Cultural Differences and Their Management in IT Communication within European Union

Irina TANASESCU, Cristina SBIRNECIU, Ioana PANAGORET

Abstract


The goal of this research is to identify the economic value of these processes, both as outlined by studies of experts within European institutions and by good practices of multinationals or some initiatives such as the initiative of “The European Institute for Cultural Routes”.

The methodology used consists of a compared study of literature, European regulations and practical activities conducted within the European Union for valorisation of multilingualism and cultural particularities in the act of IT communication, as culture is the fundamental factor of buying and consumer behaviour.

The research has led us to a series of conclusions:

• the digital single market within the EU is built as an instrument of economic intelligence by integrating and capitalising multilingualism and multiculturalism;

• the networks and the infrastructure developed in the past 20 years in the EU enable users to communicate audio and video in an instant secured system and form a core for most types of business communication;

• IT technologies have to take account of cultural differences since markets and consumer behaviour are part of culture;

• in addition, linguistic policies in communication have to be inevitably elaborated with accuracy. Large multinational corporations seem to manage use of languages in a flexible manner and they do not exclusively focus on English language;

• native speakers of English language neglect learning a second or third foreign language, yet they are underprivileged on the European job market due to their deficiencies in relation to linguistic competencies;

• multilingualism is often associated with individual linguistic components.

Keywords


multilingualism; management; economic value; communication; IT

Full Text:

View PDF

References


Appelbaum, L., & Belmuth, G., S. (2007). Reputation Management: The Key to Successful Public Relations and Corporate Communication. New York: Routledge.

Bartoki-Gonczy. (2014). Proposal for a regulation of the European Parliament and of the Council. Forwards a Single Market for telecoms, 3.

Carminati, D. (2017). What is Globalization? Global Europe explained. . Retrieved from https://euroculturer.eu/2017/01/23/what-is-globalisation-global-europe-explained/

Cateora, P., R., Gilly, M., & Graham, J. (2012). International Marketing. New York: Mc Graw-Hill/Irwin.

Clark, N. (2016). B2B communications is evolving – PR and marketing need to keep up.

European Commission. (2014). President Juncker's Political Guidelines for the next European Commission. Retrieved from http://ec.europa.eu/priorities/docs/pg_en.pdf#page=6

European Commission. (2017). Cross-border data flow in the Digital Single Market: data location restrictions. Retrieved from https://ec.europa.eu/digital-single-market/en/news/cross-border-data-flow-digital-single-market-data-location-restrictions

Ferraro, G., P. . (1990). The Culture Dimension of International Business.

Freund, C., & Weinhold, D. (2004). The Effect of the Internet on International Trade. Journal of International Economics, 62(1).

Heegan W., J. (1984). Multinational Marketing Management. Englewood Cliffs.

ICT, W. s. Special report on IT globalization Retrieved from http://www.itworld.com/article/2798585/business/special-report-on-it-globalization.html

ITworld staff. (2001). Special report on IT globalization. Retrieved from https://www.itworld.com/article/2798585/business/special-report-on-it-globalization.html

Kotler, P., & Armstrong, G. (2003). Principles of Marketing. Bucharest: Teora

Oettinger, G. (2016). Speech at the Conference European Data Economy.

Rodrik, D. (2011). The Globalization Paradox: Democracy and the Future of the World Economy. New York: W.W. Norton & Company.

Sasu, C. (2012). Marketing International. Iasi: Polirom.




DOI: http://dx.doi.org/10.18662/po/13

Refbacks

  • There are currently no refbacks.


Copyright (c) 2018 Irina TANASESCU, Cristina SBIRNECIU, Ioana PANAGORET

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Copyright © POSTMODERN OPENINGS | A LUMEN Peer Reviewed Open Access Journal |

Journal covered in: Web of Sciences (WOS); EBSCO; ERIH+; Google Scholar; Index Copernicus; Ideas RePeC; Econpapers; Socionet; CEEOL; Ulrich ProQuest; Cabell, Journalseek; Scipio; Philpapers; SHERPA/RoMEO repositories; KVK; WorldCat; CrossRef; J-GATE