Every company, regardless of where it is located, needs a language strategy to facilitate communication across global networks encompassing employees, suppliers, and customers. Writing (A preview, with a video.) in Harvard Business Review this month, Harvard Business School assistant professor in Organizational Behavior Tsedal Neeley argues that because English is the global language of business, industry leaders are making it the default corporate language as well.
“More and more multinational companies are mandating English as the common corporate language,” Prof. Neeley says. They include Airbus, Daimler-Chrysler, Fast Retailing, Nokia, Renault, Samsung, SAP, Technicolor, and Microsoft in Beijing. And those are “just a few” of the companies” attempting “to facilitate communication and performance across geographically diverse functions and business endeavors.”
“Seven years ago,” Puerto Princesa mayor Edward Hagedorn said over the weekend, “when we began promoting eco-tourism there were two flights a day to Puerto Princesa. Today, there are 22.” The increase in flights to Puerto Princesa is the result of expanding demand. From a trickle of domestic and international tourists when the mayor kicked off the campaign, the sprawling city attracted more than half a million tourists last year.
Puerto Princesa distinguishes itself from other attractive destinations in the Philippines and Southeast Asia through bonafide eco-tourism, not just public relations hype. It engages respected consultants to help it accurately measure carbon output, and develop programs to neutralize or offset damage to the environment by doing things that contribute to a sustainable environment.
Filipinos feel a sense of national pride whenever Manny Pacquiao fights before an international audience, someone with even a minimal number of ethnic Filipino genes – or seems to have – is a contestant on American Idol, or a Filipino-American wins a local mayoral or city council election in the United States. Patriotism is provoked by the conviction that Filipinos are world class. At least until they become an obstacle to someone else’s job, or dreams.
Read the entire opinion piece on InterAksyon, the online news portal of TV5.
Speaking last week at the inauguration of a 35-meter high, 8,500 square meter hanger designed and built to provide maintenance services for the world’s largest commercial airliner, the Airbus A380, Philippine President Benigno S. Aquino III spoke of a vision for his country. “Perhaps in the future, a great Philippine nation can have those A380s not only for maintenance, but to fly in tourists, investors and balikbayans, contributing to the creation of a society where working hard and following the rules get you to your most treasured goals,” he said.
“That’s terrific,” I thought to myself when I first heard of the president’s remarks. Working hard and following the rules—especially when everyone else does too—can make an incredible difference in an emerging economy. The Philippines has been trying for more than half a century to re-emerge as an Asian powerhouse, and much of the reason is because so few people work hard to follow the rules.
The Philippines became the only Southeast Asian country last week to primarily crowdsource a nation branding campaign. The long-awaited campaign is intended to increase visibility internationally for the Philippines as an attractive tourist destination, and boost tourist arrivals. The “It’s More Fun in the Philippines” tagline is meant to communicate “what the Philippines (truly) is” according to Tourism secretary Ramon R. Jimenez, Jr.
The Philippines may also be “Amazing (Thailand), Truly Asia (Malaysia),” and “Yours” (Your Singapore, a typically stressed slogan.). But it is primarily fun compared to its neighbors competing for the hearts and minds of tourists in search for exotic Asian vacations. “The truth is,” Mr. Jimenez said when the campaign became public, “that the Philippines is more than a bunch of islands and old churches.