multilingualism and corporate life

Transcripción

FLERSPRÅKGIHET OCH NÄRINGSLIVET
MULTILINGÜISMO Y VIDA DE EMPRESAS
MULTILINGUISME ET VIE EN ENTREPRISE
MULTILINGUISMO E VITA AZIENDALE
MEHRSPRACHIGKEIT IM GESCHÄFTSLEBEN
MONIKIELISYYS JA YRITYSMAAILMA
17.15: welcoming address by Kelly Bueno Martínez, President of the
International Committee of the Student Association of the Stockholm
School of Economics
17.20 : introduction by Mr Samuel Azasu, moderator
17.30: address by Mrs. Ingela Bel Habib
17.42: address by Mr. Jean-Claude Celle
18.54: address by Mrs. Anna De Geer
18.06: address by Mrs. Maribel Alvarez
18.18: address by Prof. Hermann Funk
18.30: wrap up by the moderator
18.45: questions of the audience, discussions
19.25: buffet and stands
20.00: end of the conference
Moderator,
Dr Samuel Azasu
Director of Graduate and Undergraduate Studies
School of architecture and the built environment
Kungliga Tekniska Högskolan
Mrs. Ingela Bel Habib
PhD and independent researcher
More languages on the market increase the exports
In a recent study based on statistic data from national and international sources
on the meaning of multilingualism for exports, I showed that the small and
middle-sized businesses in Sweden use fewer languages than companies of the
same size in other European countries. Small and middle-sized Swedish
companies mainly use English and sometimes German and French and tend to do
business with neighbour countries. On the contrary, Small and middle sizedcompanies in Denmark, England, Ireland, Germany, Poland, France and Portugal
use between 8 and 12 languages on the market. It gives better structures for the
exchanges in the new increasing markets.
The issue of the language is all the more complicated as English is considered
as the only language for business. Small and middle sized-companies use more
and more the specific languages of the target country in order to penetrate a
new market. The languages that were analyzed in the study are English,
Russian, Spanish, Italian, German, Polish and Chinese.
Moreover, there are differences in the number of companies which have a
multilingual export strategy. 27% of Small and middle sized Swedish companies
have a multilingual export strategy compared to 68% of Danish companies,
63% of German companies and 40% of French companies of the same sizes. As
a matter of fact, the number of companies that misses business opportunities
because of the language barrier is much higher in Sweden (around 20%) than
in Denmark (4%), Germany (8%) and France (13%).
We have here a Swedish paradox of skills. Although there are more people in
Sweden who can speak foreign languages than in Germany and in France, the
small and middle sized Swedish companies use fewer foreign languages. It
affects business opportunities and limits the exports in Europe. The use of
too few foreign languages on a market explains why small and middle sized
Swedish companies have around 3.9 export countries compared to 10.7
export countries for German companies and 7.8 export countries for France.
In my study, I showed that the more foreign languages the small and middlesized companies use, the more export countries they reach and the better
the business possibilities thanks to the geographical diversity of the exports.
This strategy helps companies to settle abroad and to acquire market share in
key countries such as the BRIC (Brazil, Russia, India and China).
The relationship between multilingualism and export strengthens when we take
other factors into account such as the structure of industries and companies,
the difference of currencies, the geographical location. Initiatives to reduce the
language barrier can facilitate the penetration of small and middle sized
companies into emerging markets and reinforce the development of Swedish
exports. A national picture of companies´ needs in foreign languages is required
to develop the exports.
The education system has to adapt to the needs of employers in the fields of
foreign languages (in the secondary school as well as in the higher education).
The languages of immigrated workers bring to the company are an asset and a
shortcut to multilingualism that can boost the small and middle sized
businesses’ competitiveness and their exports towards new markets.
Jean-Claude CELLE
former director of L’Oréal
for Scandinavia
 Born in Dijon en 1946
 Graduaded at l’École Supérieure de Commerce de Dijon (ESCAED) 1969
 Came to Suède 1970
 1970 - 1972 Various jobbs import/export et military service
 Fin 1972 locally recruited as Product Manager at L’ORÉAL (Haidressers Division)
 1975 - 1979 Marketing Manager Sweden Haidressers Division
 1979 - 1985 Marketing Manager Sweden Luxury Division
 1985 - 1987 Marketing Manager Europe in Paris
 1988 - 1992 Marketing Manager Sweden Luxury Division (intégration new brands)
 1992 - 2000 General Manager Sweden Luxury Division
 2000 - 2006 General Manager Sweden/Norway Luxury Division
 2006 - 2008 General Manager Sweden L’ORÉAL all brands
 2008 >>>>> ”Free not to work” !
 Né à Dijon en 1946
 Diplômé de l’École Supérieure de Commerce de Dijon (ESCAED) en 1969
 Arrivé en Suède en 1970
 1970 - 1972 Divers jobbs import/export et service militaire
 Fin 1972 recruté local Chef Produit chez L’ORÉAL (Coiffure)
 1975 - 1979 Directeur Marketing Suède Coiffure
 1979 - 1985 Directeur Marketing Suède Luxe
 1985 - 1987 Directeur Marketing Europe à Paris
 1988 - 1992 Directeur marketing Suède Luxe (intégration nouvelles marques)
 1992 - 2000 Directeur Général Suède Luxe
 2000 - 2006 Directeur Général Suède / Norvège Luxe
 2006 - 2008 Directeur Général Suède L’ORÉAL toutes marques
 2008 >>>>> ”Dispensé de travail” !
Italchamber
Italienska Handelskammaren i Sverige
Italienska Handelskammaren i Sverige. Din självklara
samarbetspartner för affärer med Italien.
Italchamber
• Anna De Geer - MD Italchamber
• Private Membership organization - 140 members
• Our assignment is to create prerequisites for Italian & Swedish
companies to develop their business
• Provide services & knowledge & network
• Part of a broad international network
– 78 Italian Chambers of Commerce in the world
– International network of Chambers in Sweden
• Amcham
• British Chamber
• French Chamber
• Dutch Chamber
Italy in Sweden
•
•
•
•
•
•
Italy is positioned as no. 11 as Sweden’s commercial partners
Surprisingly few direct investments compared to other countries
Approximately 60 Italian companies with own rep. office
Italian business is mainly represented through intermediates
– Swdish Importers
– Swedish Agents
– Swedih Wholesalers
Italy is a very strong brand characterized by positive elements:
– Beauty (Culture & Tourism)
– Taste (Cuisine)
– Elegance (Fashion & Design)
Unfortunately though there are also negative associatons when it
concerns politics, deliveries, payment conditions ..
– Preconceived perceptions or even Prejudices
– Facts
Paese
%
1. Germany
17,9
2. Norway
9,0
3. Denmark
9,0
4. Netherlands
6,5
5. UK
5,7
6. Finland
5,2
7. France
5,1
8. Belgium
3,9
9. China & US
3,8
10. Russia
3,4
11. Italy
3,1
Sweden & Italy – A quick comparison
•
•
•
•
•
•
9.300.000 Inhabitants
United nation since 450 years
Collectivism ’tvättstuga’
Protestants
Fredrik Reinfeldt
Multinational Companies
– SKF
– Ericsson
– Electrolux
• Strong national focus
• Free access to information
•
•
•
•
•
•
60.200.000 Inhabitants
United nation since 150 years
Individualism ’5 cars/family’
Catholics
Silvio Berlusconi
SME & Family Businesses
– Barilla
– Lavazza
– Pinin Farina
• Strong regional focus
• ’Privacy’ policies applied
Few characteristics - Italian Business
• Relationships & Communication
– Italians prefer to do business with people they know and trust.
Italians much prefer face-to-face contact, so it is important to
spend time in Italy developing the relationship.
– Italians are intuitive. Therefore, make an effort to ensure that
your Italians colleagues like and trust you. Networking can be
an almost full-time occupation in Italy. Personal contacts allow
people to get ahead.
• Communication and Negotiation Styles
– Italians are extremely expressive communicators.
– Heated debates and arguments often erupt in meetings. This is
simply a function of the free-flow of ideas.
The gestures are as important as the words!
Business Negotiation
• The Italian language is very much related to the italians identity
– Passionate
– Complex
– Elegant
– Challenging
• You hear what they say but you do not understand what they mean
• Italian is a Rhetoric language
• Prefer doing business in their own language - Low self esteeme
• Tactics – time to think when translating in ongoing
Language Confusion - Google
Translate?
• “Dear Miss A,
I am sorry for not replying This time I could devote some time, so let
me know when we can start working boobies packaging of our
products so we try to organize them. thanks and best regards,
Domenica”
• Dear Mr T,
It 's really long time since we feel. Why? Do you think my quality of
oil is poor compared to other manufacturers?
Maribel Álvarez
Alfombra Roja
MULTILINGUALISM AND CORPORATE LIFE
Ni how! Ni how bo
how?
Ni how! 早上好 Ni how bo how? 你如何
How many did understand me?
How many of you speak Spanish?
“Una cerveza por favor, paella, flamenco,
gracias, playa, jamón, arte, innovación,
crédito, contrato”
Me llamo Maribel Alvarez, soy española, valenciana, vivo desde hace 9 años
en Suecia y dirijo desde hace 7, Alfombra Roja.
I am Maribel Alvarez, I’m a Spaniard from Valencia, I have lived in Sweden for
9 years and have been the Director of Alfombra Roja for 7 years now.
Soy alguien que ha cumplido un sueño a nivel profesional importante, un
sueño que al principio se veía muy dificil .
I’m someone who has fulfilled a very important professional dream, which
seemed very difficult at the beginning.
Para conseguirlo, me he servido del multilingüismo, los códigos culturales y
de mi experiencia en varios países.
To achieve it, I have used multilingualism, cultural codes and my own
experience in several countries.
Alfombra Roja, es el nombre de mi empresa, todo el proyecto surgió en una
lluvia de ideas. Nos dimos cuenta de que había una gran cantidad de
españoles que viajaban cada año a Suecia por negocios y que se encontraban
entonces con un gran muro, compuesto por las diferencias
idiomáticas y
culturales.
Alfombra Roja (Red Carpet) is the name of my company, and the whole
project came about as a brainstorm of ideas. We realised there were many
Spanish people who travelled year after year to Sweden on business and who
faced a big barrier, made up by cultural and language differences.
Vimos por tanto que había un potencial de mercado; un espacio para una
empresa que se enfocase y especializase en favorecer y ayudar a los viajeros
de negocios, empresarios españoles que visitaban cada año Suecia (Y
VICEVERSA) tratando de encontrar nuevos importadores, clientes,
distribuidores de sus productos, y que así, podíamos ayudar en cierta medida
a fomentar las relaciones de negocios entre ambos países.
Cierto… desarrollamos muchos proyectos constructivos y emprendedores.
We saw there was a market potential, a space for a company to focus and
specialise in supporting and helping people who travelled on business,
Spanish entrepreneurs who visited Spain every year (AND VICE VERSA) trying
to find new importers, clients, distributors for their products, and that way
we could help somehow to promote business relations between the two
countries.
Indeed… we develop many constructive and entrepreneurial projects.
El multilingüismo, y mi experiencia viviendo en otros países me ha ayudado
sin duda en mi trabajo.
Multilingualism and my own experience living in other countries have helped
in my work without a doubt.
Como ya habéis visto, mi trabajo diario trata de conectar principalmente dos
mundos de negocios, el sueco y el español, con las idiosincrasias de cada
mercado y sus códigos culturales.
Estas relaciones de negocios son algo natural hoy día y que damos por hecho.
As you have already seen, mi daily work tries primarily to interconnect two
business worlds, the Swedish and the Spanish worlds, with the idiosyncrasies
of each market and their own cultural codes.
These business relations are something natural nowadays and we take them
for granted.
Sin embargo, hace solo 30 años, una empresa como la mía nunca hubiese
triunfado, puesto que el interés en hacer negocios con Suecia era escaso, o en
cualquier caso, mucho menor.
Vivimos hoy día en un mundo cada vez más globalizado en el que las
importaciones y exportaciones son un hecho que nadie se cuestiona y que
repercuten rotundamente en el Producto Interior Bruto de los países y su renta
per capita.
La comunicación es por tanto un recurso económico de primera necesidad.
La primera herramienta para una buena comunicación es entonces el idioma.
But only 30 years ago, a company like mine would have never succeeded, because
interest in doing business with Sweden was uncommon, or a lot less in any case.
We live in an increasingly globalised world, where imports and exports are a fact
nobody questions and which strongly impact in the countries’ National Gross
Product and per capita product
Communication is therefore an essential economic resource. The first tool for
good communication is then language.
Suecia tiene una cuota de negocios en España significativamente importante
con cifras que se mueven alrededor de los 30 mil millones de coronas.
Empresas como Volvo, Saab, Ericsson, Boliden, HM y Telia Sonera están
establecidas en España, pero también hay muchas que se plantean
emprender grandes expansiones allí.
Sweden has a significantly important business quota with Spain with figures
in the region of 30 billion Swedish crowns. Companies like Volvo, Saab,
Ericsson, Boliden, HM and Telia Sonera are established in Spain, but there are
also many others which envisage large expansions there.
También encontramos en Suecia muchos productos españoles, como alimentos,
vinos,…
Sabéis que los productos marcados como ecológicos en los supermercados suecos
vienen en el mayor parte de los casos de España?
In Sweden we can also find many Spanish products, like foods, wines…
Did you know that most ecology marked products in Swedish supermarkets come
from Spain?
No olvidemos otro hecho tan importante como que España sirve de puente
para la EU entre Europa y América Latina, continente con el que también
trabajamos y compartimos un idioma.
We shouldn’t forget another important fact: Spain is the European Union link
between Europe and Latin America, a continent with which we also work and
share our language.
América Latina se encuentra en estos momentos en plena ebullición y
crecimiento. Países como Venezuela, Perú, Uruguay o Chile están viviendo un
desarrollo a ritmo acelerado.
Sin mencionar a Brasil, que si bien hablan portugués, tienen el español como
segundo idioma.
La mezcla de la tecnología europea y la riqueza en recursos de Latinoamérica es
perfecta. Aquí también encontramos empresas como Volvo, Saab, Skanska
Latin America is an opening market and experiencing growth. Countries like
Venezuela, Peru, Uruguay or Chile are living a fast paced development.
Not to mention Brazil, where, as you know Portuguese is spoken but their second
language is Spanish.
The mixture of European technology and the wealth of resources in LatinAmerica
is a perfect combination. We find here as well companies as Volvo, Saab, Skanska
Haciendo un repaso de lo más representativo de estos países tenemos:
España: Arte, música, arquitectura, energía solar, eólica (40% electricidad
en marzo), moda (Zara, Mango, Mamatayoe), comida (comida ecológica
en Suecia viene de España como antes dijimos), habilidades sociales,
turismo
Sudamérica: petróleo, oro, comida, cobre y vino de Chile, turismo,
potencial para inversiones nacionales y extranjeras
Suecia: Tecnología, democracia, ecología, igualdad, diplomacia
To make a quick review of the most representative features of these countries:
Spain: Art, music, architecture, solar and wind energy (40% of
electricity in March), fashion (Zara, Mango), foods (ecological food in
Sweden comes from Spain as we said before), social skills, tourism.
South America: oil, gold, foodstuffs, copper and wine, tourism, a
potential for national and foreign investments like Brazil…
Sweden: Technology, democracy, ecology, equality, diplomacy
Cómo mejoramos entonces la comunicación entre estos tres espacios
económicos?
Distintos idiomas, lenguajes corporales, distintos códigos de conducta. Como
por ejemplo, cuando estamos haciendo negocios con una empresa española
que visita Suecia con un regalo y este regalo, que en España simboliza el
agradecimiento por la hospitalidad, en Suecia puede ser entendido como un
soborno.
How do we improve communication between these three economic regions?
Different languages, different body languages, different behaviour codes. For
example, if a Spanish company visiting Sweden makes a gift, this gift in
Spain is a symbol of saying thank you for your hospitality, but in Sweden this
could be taken as bribery.
Las diferencias culturales pueden ser un problema real en las relaciones de
negocios cuando no se conocen. El no conocerlas puede suponer también
subestimar estas diferencias y finalmente no respetarlas ”qué raros son estos
suecos, no hablan… qué raros son los españoles, hablan todo el tiempo y
además muy alto!”
Cultural differences can be a real problem in business relations when people
don’t know them. Lack of knowledge can lead to underestimation and can
finally make us ignore the differences: “the Swedes are really odd, they don’t
talk… the Spaniards are odd, they talk all the time and in a loud voice!”
Seguro que hemos escuchado a menudo frases como que los suecos son fríos,
endogámicos, cerrados…o que los españoles son inefectivos, llegan tarde, no
son serios, y esto mismo se puede escuchar alguna vez de latinoamérica.
Nuestro reto es entonces, cómo convertir un desencuentro cultural en un
exitoso encuentro de negocios.
Sure we have frequently heard phrase like… the Swedes are cold,
endogamous and closed… or that Spaniards are inefficient, they are always
late, they lack formality… and this can also be heard about Latin American
people sometimes.
Our challenge then is how to transform a cultural disaccord into a successful
business encounter.
Si los suecos llevan agenda a menudo para organizar muchas de sus
actividades; eso se presenta ante España como ”el arte de planear”.
Si los españoles no llevan planeada toda su jornada eso se presenta en
Escandinavia como ”el arte de improvisar”.
The Spaniards can admire the Swedes tendency to organize as “the art of
planning”.
If Spaniards do not plan their whole business day, to Swedish eyes this is “the
art of improvising”.
Al igual que a los niños en escuelas internacionales se les enseña a menudo
códigos comunes para poder relacionarse después con niños de otras
culturas.
La globalización obliga a q se tenga una visión internacional que permite que
todos se entiendan, sin malinterpretaciones.
Children in international schools are frequently taught common codes to be
able to later relate with children from other cultures.
Globalisation compels us to have an international vision which allows mutual
understanding with no misinterpretations.
Lo que quiero decir es:
El español es la lengua de casi 450 personas, es la lengua oficial de veintiún
países y una de las lenguas oficiales de la Unión Europea, la UNESCO, el
Mercosur y muchas otras organizaciones internacionales.
What I am trying to say is that:
Spanish is the language of almost 450 million people all over the world, is the
official language of twenty-one countries and one of the official languages of
the European Union, the UNESCO, the Mercosur and many other
international organisations.
El español es una lengua usada frecuentemente en el comercio sobre todo
cuando hacemos negocios entre España y Latinoamérica.
Hay más de 30 millones de hispano hablantes en EEUU y se prevé que dentro
de 50 años será la lengua de la mitad de los habitantes del país.
Spanish is one of the most frequently used languages in commerce;
moreover, in Spain, with a market of almost 50 million consumers, Latin
America is becoming a region of vital importance for business.
There are more than 30 million Spanish speakers in the USA, and it is
foreseen that in 50 years’ time it shall be the language of half the population
in that country.
Hablar y entender español mejorará tus oportunidades de encontrar un
empleo o de hacer negocios. La mayor parte de las compañías prefieren a
alguien con conocimientos de español porque esta habilidad dice mucho
sobre su disposición para aceptar desafíos.
Speaking and understanding Spanish shall improve your opportunities to find
a job or making business.
Most companies prefer someone with a knowledge of Spanish because this
skill is an evidence of readiness to accept challenges.
Aprender español significa además entrar en contacto con una lengua con
una larga tradición cultural y permite introducirse en el universo de
Cervantes, Vargas Llosa, Picasso, Gaudí, Julio Medem o Pedro Almodóvar.
Learning Spanish means also to be in contact with a language with long
cultural traditions and allows to get into the universe of Cervantes, Vargas
Llosa, Picasso, Gaudi, Julio Medem or Pedro Almodovar.
Quiero también mencionar el desarrollo del uso del español en internet, que
ha crecido un 680% en 4 años.
No todas las páginas webs que pueden ser de tu interés están en inglés.
I want to mention how the use of Spanish has increased in the Internet, it has
gone up 680% in 4 years.
Not all Web pages which may interest you are in English.
Sabéis….
1. El español no es un idioma tan difícil,
2. es un idioma grande y en crecimiento,
3. es un idioma atractivo; de una gran cultura….
Si estás interesado en aprender español, sabes que el Instituto Cervantes está en
Estocolmo, en la calle Bryggargatan. Está también uno de sus representantes hoy aquí con
nosotros y después en el mingel sois muy bienvenidos a hablar con nosotros sobre el
español o sobre las relaciones de negocios y diferencias culturales entre Suecia, España y
América Latina.
You know…
1. Spanish is not that difficult language
2. Spanish is big and growing language
3. Spanish is a beautiful and attractive language
4. It is the language of a rich culture
If you are interested in learning Spanish, you know that the Instituto Cervantes is
represented in Stockholm. One of their representatives is here today with us and during
the mingle afterwards you can chat with us about the Spanish language or about the
cultural differences between Sweden, Spain and Latinamerica.
GRACIAS! THANK YOU!
Maribel Álvarez
Alfombra Roja
www.alfombraroja.se
[email protected]
+46 (0) 735 07 47 44
Functional Multilingualism
in „Language-rich“ Europe –
foreign languages in professional contexts
Hermann Funk
FriedrichSchiller Univesität Jena
Content
 FL-needs of companies – the ELAN-Report of the European
Commission
 The politics of multilingualism: The Common European
Framework of Reference for Languages
 ERFA – an Association of Language Training Depts. of 40
major German companies
 Developments & Strategies
Languages mean business
- a Brussels Conference in Sept. 2007
Key-Questions:
How can companies acquire a more strategic approach to
multilingual communication?
Are national education and training systems able to provide
dynamic enterprises with enough people with the right skills?
http://ec.europa.eu/education/languages/lang
uages-of-europe/doc135_en.htm
Die europäische Perspektive:
Comment les entreprises peuvent-elles acquérir une
vision plus stratégique de la communication
multilingue? Les systèmes nationaux d’éducation et de
formation sont-ils en mesure de fournir aux
entreprises dynamiques un nombre suffisant de
personnes possédant les compétences appropriées?
La main-d’œuvre européenne est-elle suffisamment
flexible pour pouvoir investir de nouveaux marchés?
Leonard Orban
multilinguisme
Commissaire
responsable
du
„Sind die nationalen Erziehungs- und Ausbildungssysteme in der Lage, dynamische
Unternehmen mit einer ausreichenden Anzahl von Menschen mit den benötigten
Kompetenzen zu versorgen?“
Missed contracts because of language deficits
aus: ELAN: Auswirkungen mangelnder Fremdsprachenkenntnisse in den Unternehmen auf die europäische
Wirtschaft. S. 22
Findings:
•
•
•
11% of 2000 enterprises concede having lost contracts
because of a lack of language proviciency
10 enterprises admit losses up to 1 million Euros.
Only a third of thos losses are attributed do a lack of
competence in Englisch
GMF 2011
•
Besides Englisch (30 %) German, Spanisch and Chinese are
considered most helpful
56
functional multilingualism
 internal communication
(regional komplementäre Fertigung)
 External Communication
 Written Communication
GMF 2011
 Spechial language needs in technical production Außenkommunikation
 Regional Multilingualism
 Customer language
 Expatund Impat-Languages
 Multilingual Workforce (Migrants)
57
Edições
ASA:
Quadro
europeu
comum
de
referência para as línguas :
Aprendizagem,
ensino,
avaliação
ISBN: 972-41-27 46-X
Focus: Reading
Adjusting teacher training to the needs of corporate language management:
Moduls in Corporate Language
Teaching, Multiligualism and
Language Management on both B.A.
and M.A. Level
www.uni-jena.de
Moderator,
Mr Samuel Azasu
Director of Graduate and Undergraduate Studies
School of architecture and the built environment
Kungliga Tekniska Högskolan
TACK
GRACIAS
MERCI
GRAZIE
DANK
KIITOS

multilingualism and corporate life

Transcripción

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