ABSTRACT
Language plays a vital role in helping people understand each other. Without some ability to communicate, business ventures cannot be successful. In this strategic alliance, language differences were managed in two important ways. First, both firms selected at least some employees with language skills in both English and Japanese. Isuzu employees also took English-language classes. Second, "language interpreting" by designated employees was a routine part of the alliance's work activities; these employees have been referred to as "bridge individuals" or "linking pins" because of their bilingual, and sometimes multilingual skills. nce languages are arbitrary symbolic systems, it is not surprising that there is enormous linguistic diversity on the face of Earth. Numerous factors that have encouraged some level of English-language acquisition including multinational or global firms, the media, the entertainment industry, the growth of the Internet, and the dissemination of scientific work. Perhaps the most obvious relationship between language and culture is seen in vocabulary.
