Eastern Michigan University College of Business publishes its second journal on global business communication

EMU professor David Victor oversees broad look at rapidly changing nature of business communication

by Geoff Larcom, Published November 01, 2013

YPSILANTI – The Eastern Michigan University College of Business has taken a deep look at the rapidly changing yet increasingly interactive nature of global business communication in the second professional journal ever published by the college.

 David A. Victor, a professor of management and director of EMU’s International Business Programs, oversaw the second “Global Advances in Business Communication (GABC) Journal.” The journal was published jointly with the University of Antwerp (Belgium) and the Technological University of Malaysia.


EMU professor David Victor, who served as editor-in-chief, notes that three continents are represented in this journal, which looks at business communication from a global perspective.

 Victor served as editor-in-chief, with Paul Verluyten of the University of Antwerp and Hadina Habil of the Technological University of Malaysia serving as associate editors. The journal's editorial review board consists of 20 of the field's foremost experts from nine countries.

Victor says the journal is taking the crucial step of addressing advances in business communication from a global perspective

“In this issue, in both authorship and subject matter, we bring together perspectives from Europe, North America and Asia,” Victor said, noting that the authors represent three continents. “Too often, research tends to be shared primarily within a single market. It would be encouraging to see more Asian researchers appearing in European journals and more European researchers appearing in Asian journals.”

Victor notes that this is one of the goals of the GABC Journal in having a base at the University of Antwerp, The Technological University of Malaysia and Eastern Michigan University. The accompanying GABC conference likewise rotates among the three universities who sponsor it, with the sixth Tricontinental GABC Conference coming up in Malaysia in Spring 2014.

The four articles in this issue represent just such an international convergence, Victor says. The articles include:

• EMU professor Margrit Zinggeler’s article, “International and Cross-cultural Business Communication and Negotiations, Language and Business Communication,” illustrates the changing modes of business communication within and among the German-speaking nations. The need to include business communication in languages other than English is a much-needed point of research within the field, Victor says.

In other words, researchers of German business communication tend to address only those who teach or study German. Yet, trends in business communication in German (or French, Japanese, Swahili or Thai for that matter) are of importance to all who are researching business communication on a global level.

• Yvonne McLaren-Hankin, of Heriot-Watt University in Edinburgh, Scotland, writes on “Communicating Luxury to an International Audience: The Case of Scottish Cashmere.” This analysis of the image of Scottish cashmere on company websites looks at how Scottish cashmere companies are promoting themselves to international consumers and what values they are putting forward as inherent to their brands.

• Naoki Kameda, of Doshisha University in Kyoto City, Japan, writes on “Japanese Global Companies: The Shift from Multinationals to Multiculturals.” The piece offers a Japanese take on the need for a more nuanced understanding of the term multinational corporation.

In what Kameda calls a “multi-polarized society,” the truly global company should think beyond a self-definition of multinational to one in which different cultures exist within and across national boundaries.

• Renata Kolodziej-Smith, Daniel Patrick Friesen, and Attila Yaprak (all of Wayne State University in Detroit) write on “International and Cross-cultural Business Communication and Negotiations.” The article successfully expands the research on persuasion in consumer behavior from a primarily North American literature set to one addressing resistance to persuasion in a cross-cultural context.

“In a globally integrated world economy, the need for managers and marketers to design persuasive messages for multiple cultural perspectives is central,” Victor says. “This article presents findings that can help these managers and marketers make informed decisions about cultural adaptation within their changing target audiences.”

Michael Tidwell, dean of the EMU College of Business, said, "The journal offers insight about a variety of important subjects regarding communication and growth in the international business environment. This second journal also underscores the global emphasis and reach of the faculty and curriculum in the EMU College of Business."

The journal is found at http://commons.emich.edu/gabc/vol2/iss1/



Geoff Larcom



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