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
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.
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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
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11380/1170460
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