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Leitbild Forschung

Mission state­ment

We under­stand language(s) and commu­ni­ca­tion as vital for value crea­tion in all economic activi­ties in the commer­cial, non-­profit, and public sectors. Our thematic emphasis and rese­arch ques­tions are geared to language use in busi­ness and the economy in all its forms. Our theo­ries and metho­do­logy are well founded in applied lingu­is­tics and in the indi­vi­dual language studies – English, Romance, and Slavic language studies –, as well as in cultural, social, and economic sciences. Our language- and commu­ni­ca­ti­on-­based approach is an inte­gral part of the rese­arch and teaching taking place at Vienna Univer­sity of Econo­mics and Busi­ness.

Rese­arch Profile

Our rese­arch provides inno­va­tive insights in the field of (Inter­na­tional) Busi­ness Commu­ni­ca­tion. The approa­ches taken in indi­vi­dual rese­arch projects comprise a wide range of theo­ries and metho­do­lo­gies; cohe­sion is ensured by the rese­arch profile of the Depart­ment, which is based on the inter­play of four main areas of study: language(s), discourse, commu­ni­ca­tion, and culture(s).


Language(s): We have a long tradi­tion of rese­arch into the langua­ge-­spe­cific aspects of busi­ness and econo­mics for English as well as several Romance and Slavic languages. Rese­arch projects focu­sing on termi­no­logy explore lexi­co-gram­ma­tical and lexi­co-­se­mantic features, genre and register in various busi­ness contexts and cont­ri­bute thus to a better under­stan­ding of the charac­te­ris­tics of Language for Specific (Busi­ness) Purposes. Rese­arch findings in termi­no­logy, but also in multi­lin­gua­lism and language choice in busi­ness, feed into the teaching programme of our depart­ment.

Discourse: Several rese­arch projects engage in the study of discourse, that is, language use in context. They focus on discourse in legal, poli­tical, commer­cial or work­place contexts and explore language use in media for busi­nes­s-­re­lated purposes across several languages and cultures. This line of rese­arch examines discur­sive stra­te­gies that serve to persuade and legi­ti­mize, or give expres­sion to and construct parti­cular world views, in order to gain insights into the workings of diffe­rent genres and the impact of the wider cultural framing of discourse. The findings in this area of study feed directly into enhan­cing students’ under­stan­ding of societal mecha­nisms of power and control, thus incre­a­sing their critical compe­tence and honing their rheto­rical skills.

Commu­ni­ca­tion prac­tices: One of the main tenets of rese­arch at the Depart­ment is the study of commu­ni­ca­tion prac­tices in orga­niza­t­ions (internal) as well as beyond orga­niza­t­ions (external). This involves the study of commu­ni­ca­tion between diffe­rent levels of employees, such as mana­ge­rial commu­ni­ca­tion and inter­group rela­tions, but equally focuses on topics that have more recently gained in import­ance for a global economy, such as multi­lin­gual and inter­cul­tural concerns. In view of the import­ance of commu­ni­ca­tion to the day-­to-day activi­ties of orga­niza­t­ions, insights gained in this area of study are imme­dia­tely rele­vant for students at our Univer­sity as well as for busi­nesses aiming to better under­stand and improve their commu­ni­ca­tion prac­tices.

Culture(s): We under­stand culture(s) as being reflected in but also consti­tu­tive of a commu­nity’s discourse. Our rese­arch helps gain a deeper under­stan­ding of how members of a commu­nity commu­ni­cate with each other and with other commu­nities by looking at the inter­face of language, commu­ni­ca­tion and discourse. Our rese­arch projects focus on various cultures and markets where English, Romance or Slavic languages are spoken.

Teaching: The findings origi­na­ting from these fields are directly rele­vant for students, instruc­tors and prac­ti­tio­ners alike and are linked to the curri­cula of Language and Busi­ness Commu­ni­ca­tion as well as Inter­cul­tural Compe­tence courses run by the Depart­ment. Students are trained in the effec­tive compre­hen­sion and produc­tion of a variety of spoken and written busi­ness commu­ni­ca­tion formats, and in the intri­ca­cies of language use appro­priate to specific discur­sive contexts across several languages and cultures.