Examines the role of foreign language ability in international marketing. Suggests that the importance of language is more than much recent language‐oriented literature would have us believe. Looks at how and why language can become a barrier to communication, and then details the uses of a...

Two “stories” are given to illustrate the cultural differences that exist between the Germans and the British. These are especially evident in the vagaries of speech and behavioural norms between the two countries; and unless recognised can seriously affect the outcome of business negotiations.

The single market of 1992 can be likened to a Fortress Europe and those still outside its limits will be faced with the dual problem of how they will derive the greatest benefit therefrom and how the actions of those already within will affect them. For those who elect to join, membership will...

The art of negotiation has been explored in a number of bestsellers over the last decade. With the advent of a truly global economy, international and cross‐cultural relationships are forming out of ecessity. The potential for error when talking between cultures is considerable and many...

The Single Market and the UK′s linguistic contribution are discussed. It has long been acknowledged that the UK′s willingness and ability to learn European languages have left much to be desired. These must be sharpened considerably ahead of the Single Market implementations in 1992....

Foreign language skills are invaluable tools for exporting firms, and this area is focused on with reference to a case study of a West Midlands‐based UK subsidiary of a German‐speaking international metallurgical group.

Companies that solve the problem of communication in a multilingual environment will be those most likely to succeed, other things being equal, in the new European open market. Some of the ways in which organisations can improve their capabilities in this area are described.

A description of the implementation of a language training programme in the UK subsidiary, Rowntree Mackintosh, of a large multinational company, Nestle, is given.