The Language of Global Success: How a Common Tongue Transforms Multinational ...
36,41 €
For nearly three decades, English has been the lingua franca of cross-border organizations, yet studies on corporate language strategies and their importance for globalization have been scarce. In The Language of Global Success, Tsedal Neeley provides an in-depth look at a single organization?the high-tech giant Rakuten?in the five years following its English lingua franca mandate.
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