Chair of Marketing

Die Wirkung von Akzent und Dialekt in der internen und externen Kommunikation: Stand der betriebswirtschaftlich orientierten Forschung und Forschungsdirektiven

Journal für BetriebswirtschaftslehreWith growing interest, the importance of speech characteristics is being discussed in business literature. Particularly speech varieties such as a regional dialect or a foreign accent of a speaker affect the success of business interaction significantly. The present paper systematically depicts these effects by conducting a literature review. The underlying processes of accent and dialect effects are discussed and empirical findings of business research are presented. Since this topic is highly inter-disciplinary, findings of peripheral research disciplines such as linguistic science and social psychology are integrated. Having given a comprehensive state-of-art review, the present paper develops a theoretical framework, which integrates previous partial theories and the fragmentary empirical findings. Based on this framework, the paper suggests directives for future research.

Mai, R.; Hoffmann, S. (2010). Die Wirkung von Akzent und Dialekt in der internen und externen Kommunikation: Stand der betriebswirtschaftlich orientierten Forschung und Forschungsdirektiven, Journal für Betriebswirtschaft, 60 (4), 241-268.