Coping with multilingualism: Internationalization and the evolution of language strategy

Abstract

Research Summary: In this article, we explore the interaction between internationalization and language strategy. We identify a range of language coping mechanisms that internationalizing firms use in response to the multilingualism they encounter. Learning outcomes and strategy implications of each of these mechanisms are identified. We then build a conceptual model to depict how, over time, interaction and influence between internationalization and language strategy become a two‐way, co‐evolutionary process. A key aspect is the role of management in shifting the firm from a reactive to a more proactive stance on language strategy. A case study is used to contextualize and illustrate the co‐evolutionary process over the long term. Case data demonstrate the constant adoption and adaptation of coping mechanisms that feed into language strategy as internationalization unfolds. Managerial Summary: This article links the internationalization process of firms with the exposure to multilingualism and the development of language strategy. We outline how internationalizing firms may utilize a range of language coping mechanisms—such as the adoption of a common corporate language—to handle multilingualism. These feed into the development of language strategy. The case of Fazer, the Finnish bakery, confectionary, and catering firm, provides an illustration of how language strategy co‐evolves over time as internationalization proceeds—in Fazer's case, many decades. Fazer's experience also demonstrates the importance of management and changes in top management in ensuring a more proactive language strategy is adopted and enforced. Adequate allocation of resources and a link to performance management were found to be critical in supporting strategic implementation.