chapter  11
17 Pages

Communication strategies and cultural assumptions: An analysis of French–Japanese business meetings

The aim of this chapter is to provide an East Asian local perspective of

English use in international business interaction involving Asian and European managers. The context of the research site reflects two critical emer-

gent effects of globalization. One of them is an increasing presence of Asian

countries of which Japan will remain an important player (Davis 2004). The

other effect is the global expansion of English as the lingua franca and

emergence of World Englishes. English is currently the preferred language

to choose as the business language even where native English speakers are a

minority (Graddol 2004).