Linn, A., Refsum Sanden Guro and Piekkari, R. 2018. Language standardization in sociolinguistics and international business: Theory and practice across the table. in: Sherman, T. and Nekvapil, J. (ed.) English in Business and Commerce Berlin de Gruyter Mouton. pp. 19-45
| Chapter title | Language standardization in sociolinguistics and international business: Theory and practice across the table |
|---|---|
| Authors | Linn, A., Refsum Sanden Guro and Piekkari, R. |
| Editors | Sherman, T. and Nekvapil, J. |
| Abstract | This chapter addresses the issue of language standardization from two perspectives, bringing together a theoretical perspective offered by the discipline of sociolinguistics with a practical example from international business. We introduce the broad concept of standardization and embed the study of language standardization in the wider discussion of standards as a means of control across society. We analyse the language policy and practice of the Danish multinational, Grundfos, and use it as a “sociolinguistic laboratory” to “test” the theory of language standardization initially elaborated by Einar Haugen to explain the history of modern Norwegian. The table is then turned and a model from International Business by Piekkari, Welch and Welch is used to illuminate recent Norwegian language planning. It is found that the Grundfos case works well with the Haugen model, and the International Business model provides a valuable practical lesson for national language planners, both showing that a “comparative standardology” is a valuable undertaking. More voices “at the table” will allow both theory and practice to be further refined and for the role of standards across society to be better understood. |
| Keywords | Language standardization, language standards, corporate language, language policy and planning, Scandinavia |
| Book title | English in Business and Commerce |
| Page range | 19-45 |
| Year | 2018 |
| Publisher | de Gruyter Mouton |
| Publication dates | |
| Published | May 2018 |
| Place of publication | Berlin |
| ISBN | 9781501515538 |
| 9781501506833 | |
| Digital Object Identifier (DOI) | https://doi.org/10.1515/9781501506833-002 |
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