ABSTRACT
This chapter draws the reader’s attention to aspects that are crucial to modern companies, related to cross-cultural communication and intercultural marketing. It focuses on the metaphorical dimension of purchasers, personnel and products. The term company linguistic identity has been created and used by the chapter to adopt a research perspective that incorporates the inner and outer complexities of business entities. This term offers a more holistic approach to the linguistic side of the organizations in focus and exemplifies the network approach to modern organizations. Since organizational linguistic identity is connected with the place and role of language in companies, the linguistic representation of the type of identity focuses mainly on employers and employees as well as their communicative behaviours. Observing the popularity of metaphors in creating the personae of business entities, it is certain that they have a role in creating products and determining their success or failure on the competitive market.
