Mehrsprachigkeit in der Werbekommunikation lokaler Unternehmen der Emilia-Romagna: eine Pilotstudie an der Universität Modena und Reggio Emilia

In export-oriented regions such as Emilia-Romagna (Italy), where small and medium-sized enterprises increasingly operate in international markets, multilingualism is a key factor for successful business relationships. Companies that embrace multilingualism achieve a broader market reach, enhance their competitive position, and adapt more effectively to the cultural diversity of their customers. However, this also presents challenges, particularly in ensuring effective communication processes and managing a culturally diverse workforce. Moreover, advertising and social media communication must go beyond simple translation to address the cultural expectations of target audiences. This study, conducted at the University of Modena and Reggio Emilia, examines multilingualism in eleven companies from various industries in Emilia-Romagna. It explores three key aspects: internal and external corporate communication, employees' language proficiency, and multilingual marketing. The article presents the study's objectives, methodology, and findings, offering insights into the role of multilingualism in business and illustrating key observations with examples of multilingual advertising communication.