Language serves different purposes depending on the international activity in question. Language has many dimensions and firms’ communicative requirements vary by operational platform. We argue that different dimensions of language vary in their importance depending on the operation mode chosen for a foreign market, so that language distance matters in the case of a home-based sales force, while language incidence is key when operating through a local agent. The hypotheses are tested on a large data set encompassing 462 multinational corporations headquartered in Finland, South Korea, New Zealand, and Sweden that have undertaken a business operation in a foreign country.
Academy of International Business. Annual Meeting. Proceedings, 2013
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Academy of International Business. Annual Meeting. Proceedings