Dieltjens, S.

Gillaerts, P.

Groot, E.B. de

Heynderickx, P.

Jacobs, G.

NARCIS 

The Language Factor in International Business: New Perspectives on Research, Teaching and Practice

Radboud Repository

Heynderickx, Priscilla

Dieltjens, Sylvain

Jacobs, Geert

Gillaerts, Paul

De Groot, Elizabeth

Ghent University Academic Bibliography

Heynderickx, Dieltjens, Jacobs, Gillaerts & de Groot (eds) • The Language Factor in International BusinessThis volume aims to explore what the field of busi-ness communication has accomplished so far and where it is heading. In addition to presenting new research, a number of the contributions in-cluded address the question of how business communication scholarship may be relevant to education and practice. While the multidimen-sional nature of the field does not allow a single answer to that question, the contributors gener-ally agree that the ‘language factor’ in interna-tional business is an intriguing mix of communi-cative skills that are receiving increased atten-tion across disciplines. The contributions deal with a wide spectrum of business settings, in-cluding leadership and management situations, gatekeeping encounters in a variety of organiza-tions and through a range of media and cultures, oral interaction in the workplace, marketing and PR discourse, on-line communication, manage-ment, organizational and corporate communi-cation, and, finally global aspects of integrated marketing communications. Methodologically, it includes a broad range of approaches, includ-ing work in discourse analysis and ethno-meth-odology, rhetoric and document design, intercul-tural pragmatics and writing studies, genre analysis, e-semantics and sociolinguistics.ISBN 978-3-0343-1090-1Priscilla Heynderickx is Assistant Professor at the  Department of Applied Language Studies at  Lessius Antwerp.Sylvain Dieltjens is Assistant Professor at the  Department of Applied Language Studies at  Lessius Antwerp.Geert Jacobs is Associate Professor at the  Department of Linguistics at Ghent University. Paul Gillaerts is Professor at the Department of Applied Language Studies at Lessius Antwerp.Elizabeth de Groot is Assistant Professor in the Department of Business Communication Studies at Radboud University Nijmegen.li151 li151 Studies in Language and CommunicationLinguistic InsightsPeter LangPriscilla Heynderickx, Sylvain Dieltjens,Geert Jacobs, Paul Gillaerts &Elizabeth de Groot (eds)The Language Factor in International Businesswww.peterlang.comli151New Perspectives on Research,  Teaching and PracticeThe Language Factor in International BusinessStudies in Language and CommunicationEdited by Maurizio Gotti, University of BergamoVolume 151Linguistic InsightsPETER LANGBern Ý Berlin Ý Bruxelles Ý Frankfurt am Main Ý New York Ý Oxford Ý WienADVISORY BOARDVijay Bhatia (Hong Kong) Christopher Candlin (Sydney)David Crystal (Bangor)Konrad Ehlich (Berlin / München)Jan Engberg (Aarhus)Norman Fairclough (Lancaster)John Flowerdew (Hong Kong) Ken Hyland (Hong Kong) Roger Lass (Cape Town)Matti Rissanen (Helsinki) Françoise Salager-Meyer (Mérida, Venezuela) Srikant Sarangi (Cardiff)Susan Šarcevic´ (Rijeka)Lawrence Solan (New York) Peter M. Tiersma (Los Angeles)^PETER LANGBern Ý Berlin Ý Bruxelles Ý Frankfurt am Main Ý New York Ý Oxford Ý WienPriscilla Heynderickx, Sylvain Dieltjens, Geert Jacobs,Paul Gillaerts & Elizabeth de Groot (eds)The Language Factorin International BusinessNew Perspectives on Research, Teaching and PracticeISSN 1424-8689ISBN 978-3-0343-1090-8US-ISBN 0-8204-8382-6© Peter Lang AG, International Academic Publishers, Bern 2012Hochfeldstrasse 32, CH-3012 Bern, Switzerlandinfo@peterlang.com, www.peterlang.com, www.peterlang.netAll rights reserved.All parts of this publication are protected by copyright. Any utilisation outside the strict limits of the copyright law, withoutthe permission of the publisher, is forbidden and liable to prosecution.This applies in particular to reproductions, translations, microﬁlming,and storage and processing in electronic retrieval systems.Printed in SwitzerlandBibliographic information published by die Deutsche NationalbibliothekDie Deutsche Nationalbibliothek lists this publication in the Deutsche National-bibliograﬁe; detailed bibliographic data is available on the Internet at ‹http://dnb.d-nb.de›.British Library Cataloguing-in-Publication Data:A catalogue record for this book is available from The British Library, Great BritainLibrary of Congress Cataloging-in-Publication DataThe language factor in international business : new perspectives on research,teaching and practice / Priscilla Heynderickx ... [et al.].p. cm. --  (Linguistic Insights-Studies in language and communication ; v. 151)Includes bibliographical references.ISBN 978-3-03-431090-11.  English language–Business English. 2.  Business communication.3.  International communications. 4.  Language and languages--Study and teaching.I. Heynderickxs, Priscilla PE1479.B87L35 2012428.2’02465--dc232011050900ContentsPRISCILLA HEYNDERICKX / SYLVAIN DIELTJENS / GEERT JACOBS /PAUL GILLAERTS / ELIZABETH DE GROOTThe Language Factor in International Business:New Perspectives on Research, Teaching and Practice ........................ 9 Section 1: State of the Art BRIGITTE PLANKENThe Changing Landscape of Business Communication:  Developments and Directions in Research ......................................... 17 GIULIANA GARZONEText Genres and Text Types in Business Communication:  Theoretical Issues and Pedagogical Applications ............................... 41 JO MACKIEWICZStrategies for Connecting Research Findings to Business Practice .... 73 Section 2: Intercultural Communication JUDITH AINSWORTHThe Competitive Advantage of Learning Languages  for Specific Business Purposes ...................................................... 91 CARMELA BRIGUGLIOPromoting the Development of Intercultural Communication Skills  for Multinational Work Settings ....................................................... 113 JOLANTA ARITZ / ROBYN C. WALKERThe Effects of Leadership Style on Intercultural Group  Communication in Decision-Making Meetings ................................ 131 JANTIEN VAN BERKEL / MARINEL GERRITSENPatient Information Leaflets in Flanders and the Netherlands:Unnecessary Differences? ................................................................ 151 Section 3: Persuasive Communication ANDREU VAN HOOFT / TUYET P. TRUONGLanguage Choice and Persuasiveness: The Effects of the Use  of English in Product Advertisements in Hong Kong ...................... 175 GILIAN NEESSEN / JOS HORNIKXThe Effect of Communication Modality on the Persuasiveness  of Hedges and Pledges in Advertising Claims .................................. 199 Section 4: CSR CommunicationPAOLA CATENACCIOThe ‘Value-Orientation’ of Business Discourse:  The Role of Corporate Social Responsibility in  Business Communication: A Case Study ......................................... 217 DONATELLA MALAVASI‘The Necessary Balance between Sustainability and  Economic Success’: An Analysis of Fiat’s and Toyota’s  Corporate Social Responsibility Reports .......................................... 247 Section 5: The ‘Grammar’ of Business CommunicationDIANE GOOSSENS / SYLVIE DE COCKAround Numbers: Combinations of Approximators and Numbers  in Business News Reporting and in Academic Business English ..... 267 PAUL SAMBREBlurring Boundaries of the EU (Nano)Future in Italian:  Cognitive Grammar as Discourse Analysis ...................................... 289 Notes on Contributors ....................................................................... 313 

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The language factor in international business: new perspectives on research, teaching and practice

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