As a result of a changing economic situation and international competition, companies are modifying strategies in order to survive in European and non-European markets. The language applied in business, or English as a lingua franca, is being analyzed and developed in training courses more and more frequently. Here it is not only a question of foreign-language competence or adapting a product to the target market; it rather concerns rhetorical skills and the ability to communicate these changes, which must take cultural specificities into account. The paper wants to encourage a training model which combines three areas of competence: rhetoric, intercultural communication and (foreign) language competence. This interaction will be shown through selected examples taken from corporate communication contexts.

Internationale Rhetorik – eine Grundkompetenz erfolgreicher Unternehmenskommunikation heute / Kaunzner, Ulrike A.. - (2018), pp. 85-103.

Internationale Rhetorik – eine Grundkompetenz erfolgreicher Unternehmenskommunikation heute

Ulrike A. Kaunzner
2018

Abstract

As a result of a changing economic situation and international competition, companies are modifying strategies in order to survive in European and non-European markets. The language applied in business, or English as a lingua franca, is being analyzed and developed in training courses more and more frequently. Here it is not only a question of foreign-language competence or adapting a product to the target market; it rather concerns rhetorical skills and the ability to communicate these changes, which must take cultural specificities into account. The paper wants to encourage a training model which combines three areas of competence: rhetoric, intercultural communication and (foreign) language competence. This interaction will be shown through selected examples taken from corporate communication contexts.
2018
Linguistica e comunicazione d’impresa. Linguaggi e competenze / Linguistics and business communication. Languages and competences / Linguistik und Unternehmenskommunikation. Sprachen und Kompetenzen
Leonardi, Natasha; Nardi, Antonella
9788860565792
EUM - edizioni università di macerata
ITALIA
Internationale Rhetorik – eine Grundkompetenz erfolgreicher Unternehmenskommunikation heute / Kaunzner, Ulrike A.. - (2018), pp. 85-103.
Kaunzner, Ulrike A.
File in questo prodotto:
File Dimensione Formato  
KAUNZNER, U. (2018) Internationale Rhetorik IN Leonardi, Nardi Linguistics and Business Communication.pdf

accesso aperto

Descrizione: Kaunzner, Ulrike A. (2018): Internationale Rhetorik – eine Grundkompetenz erfolgreicher Unternehmenskommunikation heute. In: N. Leonardi & A. Nardi (eds.), Linguistica e comunicazione d’impresa. Linguaggi e competenze / Linguistics and business communication. Languages and competences / Linguistik und Unternehmenskommunikation. Sprachen und Kompetenzen. Macerata: EUM
Tipologia: Versione dell'editore (versione pubblicata)
Dimensione 630.74 kB
Formato Adobe PDF
630.74 kB Adobe PDF Visualizza/Apri
Pubblicazioni consigliate

Caricamento pubblicazioni consigliate

Licenza Creative Commons
I metadati presenti in IRIS UNIMORE sono rilasciati con licenza Creative Commons CC0 1.0 Universal, mentre i file delle pubblicazioni sono rilasciati con licenza Attribuzione 4.0 Internazionale (CC BY 4.0), salvo diversa indicazione.
In caso di violazione di copyright, contattare Supporto Iris

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11380/1170460
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact