Language Choices Of A Chinese Financial Enterprise In Asian Countries Under The Belt And Road Initiative: A Case Study Approach

This study aims to investigate language choices at the headquarters and four overseas branches of a Chinese state-owned financial enterprise,and examined the contextual factors that contributed to the complexity of language choices.To achieve the research objectives,this study,premised on Spolsky’s language management theory,adopted a case-study approach utilizing both qualitative and quantitative methods,including observation,questionnaire surveys,interviews,and document analysis.The results of the data analysis indicate that the language choices at each overseas branch and the headquarters are significantly different in various domains.The dominant working language of a unit can evolve as a result of international experience and strategic needs.Therefore,corporate employees may alter their language choices to align with the development of multinational corporations seeking localization in the linguistic environment of the host country,demonstrating that individual language choice is a result of the interplay of national,corporate,and individual factors,especially in a multilingual environment.In addition,the gaps in language beliefs between the headquarters and subsidiary staff could be the result of different language environments and linguistic competences,and will lead to differentiated language choices and language preferences.Chinese and English are the primary working languages adopted by the headquarters,while host country languages are often adopted as the primary working languages at local branches,and English is used as a supplement for cross-border communications.Although it is the parent company language,Chinese is not popularized at overseas subsidiaries,carrying thought-provoking implications for Chinese multinational corporations.Findings derived from this study can enrich empirical studies on corporate language management in Chinese multinational corporations,and provide reference and guidance for them to choose and manage their working languages.In addition,against the backdrop of the Belt and Road Initiative,this study has practical significance for Chinese multinational corporations in terms of providing services and conducting marketing activities using local languages,as well as interacting with people from various linguistic and cultural backgrounds.