The paper, entitled “Primary or complex? Towards a theory of metaphorical strategy communication in MNCs” introduces 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, the authors 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. König, Fehn, Puck, and Graf-Vlachy outline a research agenda for a multidimensional theory of strategy communication in MNCs – one that views the MNC not only as a multi-lingual community but also as a multi-conceptual one. We are grateful for the guidance from Editor-in-Chief Jonathan Doh, and we hope that the paper triggers vibrant discourse on language and strategy in highly diverse contexts.
You can access the paper here: http://www.sciencedirect.com/science/article/pii/S1090951616302759.