EU Funds Language Learning: Key Concepts: management trainingand development, management development and competitive advantage,the European Union, global mind-set, language training,globalization
Notes: The classrooms are busy at the University of Bedfordshirein Britain. However, instead of being filled with traditionaluniversity students, business people fill the rooms. The Universityof Bedfordshire is offering a program funded by the European Unionto help business people learn foreign languages. The basic ideabehind the program is to use the facilities at the university notonly for the benefit of traditional students, but also for thebenefit of the local community. The European Union hopes theprogram will help local business people gain a competitive edgeover their rivals.
Currently about 80 people are enrolled in the program. One mantaking advantage of the opportunity is Martin Brady who runs acompany that helps firms find manufacturers in China. Brady isstudying Mandarin. He wants to gain basic conversational skillsthat he hopes will help him when he is working in China. Already,Brady has noticed a difference in how Chinese people respond to himwhen he uses his newly acquired language skills. Brady notes thatin China the relationship is as important as the business deal, andfeels that his language skills will go a long way towards buildingrelationships with Chinese business people.
Martin Brady, it appears, has figured out what many Britons havenot. Foreign language skills are important in business. Researchshows that Britain lags at the bottom when it comes to learningforeign language skills, and this deficiency may be causing Britishfirms to miss opportunities to do business in other countries.Currently, most British firms have a tendency to do business inforeign countries where English is spoken, and avoid countries thatspeak a foreign language. As a result, firms tend to take areactive approach to their business strategy going only where theythink they can do business instead of looking at the entire worldto see where the best opportunities lie. In the hopes of gettingother people to realize the competitive advantages languages cangive companies, the European Union will be funding the programsagain. This time the program will be offered at ten universitiesacross the country making the program more available toeveryone.
Discussion Questions: be detailled in your answers
1- How might a lack of knowledge of foreign languages influencethe strategic direction of a firm? What does your response suggestabout the ability of the firm to compete in the global marketplace?
2- In China, the relationship between business people is animportant part of a business deal. How can knowledge of the locallanguage help build that trust? What can be learned from theexperiences of Martin Brady, a British businessman enrolled in theEuropean Union’s language program?
3- When an American business person in a foreign country insistson speaking only in English, what message is it sending to clients?How can knowledge of the local language help managers avoid anethnocentric approach to business?
4- How does culture affect the different business functions? Howcan knowledge of different languages help managers in the differentfunctional areas?
