LANGUAGE MOLDS THE CHANGING RELATIONS OF COMPANY AND CONSUMERS

Abstract

Globalization has changed the system dynamics of business. There are several factors that a company
considers when deciding to operate in an international territory or with a foreign company. Factors such as
language and culture greatly affect to mold the relation of the consumer and the company in today’s world.
Verbal and non-verbal communication helps in making the strategies in the challenging world of business.
Determining the importance of language by a company is crucial to its success. Studying another language
helps to understand the culture of the consumer which will assist in a corporation’s decision making process.
Every business’ success and failure depends on the communication and the channel used by the organization
in the communication process. English is a popular language in conducting business; however,
communicating in other languages is gaining popularity. This paper will be answering the questions of in
which way a company should use effective communication with the measures which are available in the
market and in which way they should communicate with the consumers in an accurate and efficient manner.