The dawn of the Internet has triggered companies around the world to open their doors and reach out to customers around the world. The manager’s command of the national language (s) in a market must be greater than simple word recognition. Consider how dramatically different English terms can be when used in Australia the United Kingdom or the United States. In negotiations, U.S. delegates tabling a proposal mean that they want to delay a decision, while their British counterparts understand the expression to mean that immediate action is to be taken. If the British promise something by the end of the day, this does not mean within 24 hours but rather when they have completed the job. Additionally, they may say that negotiations bombed meaning that they were a success, which to an American could convey exactly the opposite message. Similar problems occur with other languages and markets. Swedish is spoken as a mother tongue by 8 percent of the population in Finland, where it has idioms that are not well understood by Swedes.
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