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2-14-2013
e Value of Foreign Languages in Business
Communication
Racquel Moreau
Johnson & Wales University - Providence, RMore[email protected]
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Running head: The Value of Foreign Languages in Business Communication
A Research Proposal: The Value of Foreign Languages in Business Communication
Racquel Moreau
Johnson & Wales University
Feinstein Graduate School
RSCH 5500: Business Information and Decision Making
Professor Martin Sivula, Ph.D.
February 14, 2013
The Value of Foreign Languages in Business Communication 2
Abstract
There are several factors that a company considers when deciding to operate in an
international territory or with a foreign company. Factors such as language and culture greatly
affect the success of business. Being able to effectively communicate ideas and strategies can be
challenging in a new business environment. Determining the importance of language by a
company is crucial to its success. Studying another language helps to understand the culture of
the studied language which will assist in a corporation’s decision making process. English is a
popular language in conducting business; however, communicating in other languages is gaining
popularity. The aim of this research proposal is ascertain through questionnaires and interviews
distributed in the United States, managers’ and employees’ attitudes and perceptions on foreign
language acquisition.. By using this sequential, mixed-method approach, corroboration of
survey results with interviews might be achieved. Many countries have made it compulsory to
learn a foreign language and the Unites States is attempting to make adjustments accordingly.
Key Words: communication, business, languages, foreign languages
The Value of Foreign Languages in Business Communication 3
Statement of the Problem
Effective communication is vital in today’s business endeavors. There are many
companies that conduct international business. Governments need to communicate with each
other and trade exists throughout many countries. There are many languages that are spoken in
the world today and sometimes miscommunication can occur. English is a common language
spoken in today’s world; however, other languages are still dominant.
The ability to communicate in a language other than English or one’s native language can
be beneficial to the success of a business venture. Learning a language helps one to learn and
understand the culture in which that language is spoken. Understanding a culture and learning to
speak its language can be very powerful in business communication. Effective communication
within the business and its communities is crucial.
Research Questions:
What impact does language have on business communication?
What are the views of foreign language necessity and capabilities of management versus
employees?
What is the value and importance of bilingual or multilingual persons within a multinational
corporation?
The Value of Foreign Languages in Business Communication 4
I. Review of Literature
With the continuous changes in the economy, businesses have to adapt to newer
technologies and operational procedures to remain competitive. Some companies realize the need
to explore other markets for its products and services; as a result, these companies conduct
business transactions in international markets. While operating in an international environment, a
company faces several challenges, including effective communication in a foreign language.
Communication is defined as “a process by which information is exchanged between
individuals through a common system of symbols, signs or behavior (“Communication,”n.d.).”
There are components forming the framework for business communication in order to be
successful. Communication involves written and verbal aspects, and it is suggested that verbal
communication is one of the top competencies needed to excel in a managerial position
(Shrivastava, 2012). Companies communicate internally and externally. External communication
refers to relationships with persons outside of the company; examples include investors,
suppliers, and customers. Internal communication refers to communicating with employees;
communication within an organization. It comprises of formal and informal communication.
Formal communication refers to letters, memos, and guidelines. Informal communication refers
to personal relationships and the exchange of ideas and opinions. Communication can be
represented in two forms, verbal and non-verbal (“Different Types of Human Communication,”
2013).
Language is an important aspect of communication; it is the systems of symbols used to
communicate. One is able to express thoughts, ideas and feelings through the use of language.
According to the Discovery Channel, there are approximately 6,900 languages spoken
The Value of Foreign Languages in Business Communication 5
throughout the world. The most widely spoken languages in the world, from most popular, are
Mandarin, Spanish, English, Arabic and Bengali (“Linguistic Anthropology,” 2011). English
may not be the most widely spoken language; however, some businesses consider English to be
the official corporate language in business (Pikhart, 2011). With so many other languages in the
world, many persons are learning English in hopes of becoming more marketable. What are
English only speakers doing to improve their marketability through language skills? In the 2010
U.S. Census Bureau Report, 79.4% of the U.S. population speaks only English (“Language Use,”
2010). Many countries are making it mandatory to learn a foreign language while attending
school. Foreign language teaching is compulsory at a young age in several countries including
England, Hong Kong, New Zealand, and Singapore (Henry, 2012). President Obama made a
statement in 2010, whereby he acknowledged the need to improve foreign language skills among
the population. The statement focused on the importance of language as “to prosper
economically and to improve relations with other countries, Americans need to read, speak and
understand other languages (Overmann, 2011).”
Forbes Magazine reported that only 18% of Americans reported speaking another
language than English, while 53% of Europeans are bilingual (“American’s Foreign Language
Deficit,” 2012). Many American professionals only speak English, and some are not interested in
learning another language (Masie, 2012). At colleges and universities, there is a 47.8% increase
in demand and enrollment in foreign language courses. Some programs are being offered to
public school students to increase their language instruction. Chicago Public Schools expanded
instruction in Chinese language to 43 schools. Some Virginia Public Schools are offering after-
school instruction in Chinese and Arabic (“Education and the Language Gap,” 2010). Many
The Value of Foreign Languages in Business Communication 6
more efforts need to be established to promote foreign language learning in schools. It is easier
to learn a language at a younger age (Bhattacharjee, 2012).
Many universities have seen the need for offering its’ students the opportunity to learn a
language while studying. Career success after graduation is important and universities continue
to promote the study of a foreign language as it makes its students more marketable. California
State University (CSU) offers a program called the Strategic Language Initiative. The program is
designed to educate professionals, who speak languages other than English, on topics of global
business, trade and transportation, language learning as well as communicating in international
situations. Communities are in need of multilingual professionals. Bilingual persons are needed
to serve the U.S. Government and the U.S. Department of Defense has identified a need for
federal and academic efforts to improve foreign language education (Reed, 2007). J. Walker
performed a study of 194 business schools including 173 U.S. institutions and 21 Non-U.S.
institutions. The majority of the schools mandated the study of a language and overseas
experience or only foreign language in order to fulfill graduation requirements. Thirty-four
percent (the largest percent) of schools required students to learn a foreign language. More Non-
U.S. schools mandated cross cultural communication courses. Foreign language study was
mandatory for 131 U.S. schools with the majority of students completing at an intermediate level
(Walker, 2009).
It has become widely accepted that the lingua franca of international business is English.
Internationally operating companies use English as their official corporate language. According
to Merriam-Webster, lingua franca is defined as “a language used for communication between
two or more groups that have different native languages; it can be thought of as a standard
language (“Lingua Franca,” n.d.).” Several studies have shown the importance of English in
The Value of Foreign Languages in Business Communication 7
business communication. A study was conducted with a German multinational corporation to
examine the importance of English as a lingua franca. Executives from the company were
selected and there was an agreement that English is a necessity for all employees in order to be
able to effectively communicate. The managers stated that absolute proficiency was not
expected, but the ability to be understood and have communicative skills is essential (Ehrenreich,
2010).
For multinational companies, some problems may arise when the lingua franca is
English. It may become difficult for employees to understand each other because they may be
native English speakers and non-native English speakers. Lingua Franca is used for business
operations; hence employees must speak some degree of the language, and this can be tricky
when each employee may have different degrees of competency in the language. In a study
whereby Swedish was the language employed as the corporate language, employees felt
confident when they needed to speak only in business terms (using specific terminology);
however, they had difficulty in acting assertively in negotiations, expressing opinions in
meetings and being able to conduct casual conversations (Charles, 2007). Native English
speakers are better able to adequately articulate their preferences in business negotiations than
Non-Native English speakers. Business English Lingua Franca is aimed to provide essential
business communication vocabulary, which can be a downfall if the language is incorrectly
articulated. This can affect not only business negotiations, but also have a negative impact on
employees (Sweeney, E., & Zhu, H., 2010).
While English may be considered a vital language in business communication, one
should not underestimate the importance and value of the other languages that are extensively
spoken. Many corporations in the United States of America conduct business transactions
The Value of Foreign Languages in Business Communication 8
throughout the world. The official language of the U.S. is English. The top 5 countries with
which the U.S. trades with include Canada, China, Mexico, Japan, and Germany. Canada’s
official languages are English and French. However, English is not the official languages of the
other top 4 countries. If the top 10 countries that the U.S. trades with are examined, the United
Kingdom is the only other country where the official language is English. The other countries
include South Korea, France, Brazil and Saudi Arabia (Iseman, 2012).
Languages help businesses compete globally. English is becoming the most common
form of “social currency”; however, it is not replacing other languages. Nations are producing
executives with not only qualifications, but also ones who have multi-lingual fluency (Schutzler,
2011). The world’s emerging economies include Brazil, Russia, India, China and South Africa
(BRICS). Many companies look at these countries for foreign expansion opportunities as labor
and production costs are lower (“BRIC,” n.d. & “BRICS Group,” 2012). These nations are
ranked among the fastest growing economies in the world. The Economic Times reported in
January 2013 that the BRIC economies will lead growth in its economies whereas growth rates
in Europe and U.S. remain weak. Businesses have sought expansion in these economies (“China,
India to lead 2013 Global Growth,” 2013). A study in Thailand investigated the importance of
foreign language. It plays a significant role in product export and import. Renowned tourist
destinations employ multilingual forms of communication for promotions, provision of services
and general running of day to day operations (Thitthongkam, T., Walsh, J., &
Bunchapattanasakda, C. (2011).
Communicating and conducting business in countries rely on several aspects, one
specifically, language. U.S. corporations are going global for its growth and the ability to
communicate in more than one language can provide opportunities to bridge communication
The Value of Foreign Languages in Business Communication 9
gaps among cultures. Businesses have learnt the dangers of relying solely on English for
business transacting. In the 80’s, AT&T had difficulties in expanding in Europe; lack of foreign
language skills was one of the culprits (Peterson, 2002). Learning a language works in unison
with learning about the culture, values and traditions of that type of language and people.
Acknowledging and understanding these differences can be beneficial in a business setting
(Wolf, M.P., & Kuiper, S., 1989).
While companies work hard to remain competitive in a market, employees also need a
competitive advantage in securing employment. One of the most important skills that employers’
desire is the ability to communicate and another is global skills including the ability to speak and
understand other languages (University of Kent, 2013). The Confederation of British Industry
“found that 74% of employers recruit applicants with conversational ability rather than those
who are word perfect (Beyene, 2012).” University of Nottingham’s research indicates that
multinational companies greatly consider language skills when considering applicants. Research
proves that language knowledge is valuable in seeking employment (Beyene, 2012). Society for
Human Resource Management conducted a survey, in 2012, of more than 1,000 companies
throughout the world. Among those companies, nearly 14% hire only multilingual candidates for
management position. Twenty-one percent select managers for assignments based on language
skills but do not require proficiency. While language is critical for business success,
understanding the culture behind that language becomes quite important (Hastings, 2012).
Determining the importance of language in business communication is one of the goals of
this research. Figuring out the current language competency and willingness to learn another
language is another aim of the research. Business communication and language go hand in hand
with each other in order for companies not only to achieve success with it consumers, but also
The Value of Foreign Languages in Business Communication 10
for employee satisfaction. Language seems to be gaining importance from not only companies,
but from governments as well. Governments have seen the necessity to educate their nationals on
foreign language; providing additional funding for language programs and making it compulsory
to learn a language at a young age are all efforts to improve competence.
The Value of Foreign Languages in Business Communication 11
II. Method
Sample:
The purpose of the research is to gather information from management and employees on
their insight on the value of speaking more than one language in a business setting. Multinational
corporations (MNC) will be examined in this research study. Management and employees from
hotel corporations, retail trading companies and companies that work with international clients
will be a part of the sample. If the MNCs’ headquarters are within the United States, they will be
contacted. If a MNC is not headquartered within the United States, and one of its offices is in the
U.S., that office will be contacted. Random selection is to be used to ensure unbiased findings.
There is to be no duplicates of companies or brands under one company.
The total sample (N = 150) will be comprised of management (n = 75) and employees
(n= 75). From a company, 10 persons will be interviewed: 5 management staff (supervisors,
managers and directors) and 5 employees from different departments. Prior to conducting the
interview, the companies will be contacted to inquire concerning their consent to participate in
this qualitative phase of the sequential, mixed-methods study. There is to be a total of 15
companies participating in the process.
Instrumentation:
A phone questionnaire will be performed to gather data. A structured questionnaire will
be asked to each participant. Questions will include: current languages spoken, willingness to
learn a foreign language, and perception of a foreign language. Employment and business
communication specific questions will then follow: importance of foreign language ability within
a business, language ability for job acquisition and growth within a company, employment of
language translators, lingua franca, specifically English, within the business, and difficulty in
The Value of Foreign Languages in Business Communication 12
communication with foreign companies. The Likert Scale will be used as part of the
questionnaire to assess the agreeability with the survey statements. A demographic section will
conclude the questionnaire.
Data Collection:
The questionnaire will be performed via the phone and the available times to perform the
survey will be predetermined. A total of 10 questions will be asked followed by a brief
demographic section. The employment position of the participant will be noted. Three persons
will conduct the phone questionnaires and contact 5 companies each; the researcher and 2 fellow
colleagues. An explanation of the purpose of the study will be explained to the participants. The
phone questionnaire should last no more than 20 minutes per participant. Participants must be
thanked once the interview has finished.
Data Analysis:
Analyzing the data will consist of quantitative information such as percentages, means
and standard deviations which will be determined for each question. The responses will be
categorized by either management or employee responses. Charts and figures will be constructed
to access the responses provided by the participants. Once a review of the data is completed, and
results are analyzed, a final conclusion will be determined. A t-test will be used to determine
differences between managers and employees over the question pool.
The Value of Foreign Languages in Business Communication 13
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The Value of Foreign Languages in Business Communication 16
