Mary Yoko Brannen is the Jarislowsky East Asia (Japan) Chair and Professor of International Business at the University of Victoria, Canada, and served as Deputy Editor of the Journal of International Business Studies from 2011-2016. A Fellow of the Academy of International Business, Professor Brannen is internationally recognized as an expert in cross-cultural management, ethnomethodology and qualitative studies of complex cultural organizational phenomena.Terry Mughan is Professor of International Business at Royal Roads University, Canada. He has published widely on business internationalization including articles in The Language Learning Journal, European Business Review and International Marketing Management. Professor Mughan speaks French and German fluently and has taught both languages in universities and companies during his career.

• Chapter 1 Introduction (Mary Yoko Brannen and Terry Mughan).- Chapter 2 Methodological considerations in cross-national consumer research (Green, R. T., & White, P. D).- Chapter 3 Cross-cultural interaction: the international comparison fallacy (Adler, N. J., & Graham, J. L.).- Chapter 4 The multinational corporation as a multilingual community: Language and organization in a global context (Luo, Y., & Shenkar, O.).- Chapter 5 Language policies and practices in wholly owned foreign subsidiaries: A recontextualization perspective (Peltokorpi, V., & Vaara, E.).- Chapter 6 The multifaceted role of language in international business: Unpacking the forms, functions and features of a critical challenge to MNC theory and performance (Brannen, M. Y., Piekkari, R., & Tietze, S.).- Chapter 7 Re-considering language within a cosmopolitan understanding: Toward a multilingual franca approach in international business studies (Janssens, M., & Steyaert, C.).- Chapter 8 Linguistic gender marking and its international business ramifications (Santacreu-Vasut, E., Shenkar, O., & Shoham, A).- Chapter 9 Why and how does shared language affect subsidiary knowledge inflows [quest] A social identity perspective (Reiche, B. S., Harzing, A. W., & Pudelko, M.).- Chapter 10 Fit, misfit, and beyond fit: Relational metaphors and semantic fit in international joint ventures (Liu, L. A., Adair, W. L., & Bello, D. C.).- Chapter 11 Conclusion (Terry Mughan and Mary Yoko Brannen).

Mary Yoko Brannen is the Jarislowsky East Asia (Japan) Chair and Professor of International Business at the University of Victoria, Canada, and served as Deputy Editor of the Journal of International Business Studies from 2011-2016. A Fellow of the Academy of International Business, Professor Brannen is internationally recognized as an expert in cross-cultural management, ethnomethodology and qualitative studies of complex cultural organizational phenomena.Terry Mughan is Professor of International Business at Royal Roads University, Canada. He has published widely on business internationalization including articles in The Language Learning Journal, European Business Review and International Marketing Management. Professor Mughan speaks French and German fluently and has taught both languages in universities and companies during his career.

• Chapter 1 Introduction (Mary Yoko Brannen and Terry Mughan).- Chapter 2 Methodological considerations in cross-national consumer research (Green, R. T., & White, P. D).- Chapter 3 Cross-cultural interaction: the international comparison fallacy (Adler, N. J., & Graham, J. L.).- Chapter 4 The multinational corporation as a multilingual community: Language and organization in a global context (Luo, Y., & Shenkar, O.).- Chapter 5 Language policies and practices in wholly owned foreign subsidiaries: A recontextualization perspective (Peltokorpi, V., & Vaara, E.).- Chapter 6 The multifaceted role of language in international business: Unpacking the forms, functions and features of a critical challenge to MNC theory and performance (Brannen, M. Y., Piekkari, R., & Tietze, S.).- Chapter 7 Re-considering language within a cosmopolitan understanding: Toward a multilingual franca approach in international business studies (Janssens, M., & Steyaert, C.).- Chapter 8 Linguistic gender marking and its international business ramifications (Santacreu-Vasut, E., Shenkar, O., & Shoham, A).- Chapter 9 Why and how does shared language affect subsidiary knowledge inflows [quest] A social identity perspective (Reiche, B. S., Harzing, A. W., & Pudelko, M.).- Chapter 10 Fit, misfit, and beyond fit: Relational metaphors and semantic fit in international joint ventures (Liu, L. A., Adair, W. L., & Bello, D. C.).- Chapter 11 Conclusion (Terry Mughan and Mary Yoko Brannen).

Mary Yoko Brannen is the Jarislowsky East Asia (Japan) Chair and Professor of International Business at the University of Victoria, Canada, and served as Deputy Editor of the Journal of International Business Studies from 2011-2016. A Fellow of the Academy of International Business, Professor Brannen is internationally recognized as an expert in cross-cultural management, ethnomethodology and qualitative studies of complex cultural organizational phenomena.Terry Mughan is Professor of International Business at Royal Roads University, Canada. He has published widely on business internationalization including articles in The Language Learning Journal, European Business Review and International Marketing Management. Professor Mughan speaks French and German fluently and has taught both languages in universities and companies during his career.

• Chapter 1 Introduction (Mary Yoko Brannen and Terry Mughan).- Chapter 2 Methodological considerations in cross-national consumer research (Green, R. T., & White, P. D).- Chapter 3 Cross-cultural interaction: the international comparison fallacy (Adler, N. J., & Graham, J. L.).- Chapter 4 The multinational corporation as a multilingual community: Language and organization in a global context (Luo, Y., & Shenkar, O.).- Chapter 5 Language policies and practices in wholly owned foreign subsidiaries: A recontextualization perspective (Peltokorpi, V., & Vaara, E.).- Chapter 6 The multifaceted role of language in international business: Unpacking the forms, functions and features of a critical challenge to MNC theory and performance (Brannen, M. Y., Piekkari, R., & Tietze, S.).- Chapter 7 Re-considering language within a cosmopolitan understanding: Toward a multilingual franca approach in international business studies (Janssens, M., & Steyaert, C.).- Chapter 8 Linguistic gender marking and its international business ramifications (Santacreu-Vasut, E., Shenkar, O., & Shoham, A).- Chapter 9 Why and how does shared language affect subsidiary knowledge inflows [quest] A social identity perspective (Reiche, B. S., Harzing, A. W., & Pudelko, M.).- Chapter 10 Fit, misfit, and beyond fit: Relational metaphors and semantic fit in international joint ventures (Liu, L. A., Adair, W. L., & Bello, D. C.).- Chapter 11 Conclusion (Terry Mughan and Mary Yoko Brannen).