Corporate culture in a multicultural context: Analysis of signs of speech connected to cultural metaphors

Anne-Laurence Margérard (1)

1 ERSICOM - Equipe de Recherche sur les Systèmes d'Information et de Communication des Organisations et des Medias

If we assume that a firm established in several countries has the same corporate culture, we can show that the expression of this culture is influenced by local culture. We draw inspiration from the work of Martin J. Gannon on cultural metaphors. This methodology used in our original approach is a lexicostatistic analysis of signs found in internal written documents expressing the corporate culture (internal papers and mission reports). Our study particularly concerns French firms in the service sector having subsidiaries in Senegal.

Mots clés: intercultural communication; corporate culture; cultural metaphor; Sénégal

Domaines: Sciences de l'information et de la communication

Anne-Laurence Margérard. Corporate culture in a multicultural context: Analysis of signs of speech connected to cultural metaphors. 38th annual meeting of Society for Cross-Cultural Research, Feb 2009, Las Vegas, United States. ⟨hal-00667172⟩