Language Management in the Branches of Italian Companies Abroad: A Comparative Perspective on Calzedonia in Belarus and Kazakhstan

Student: Diana Meshcheriakova

Educational Programme: Language Policy in the Context of Ethnocultural Diversity (Master)

Year of Graduation: 2024

This study examines cases of language management in the branches of the Italian company Calzedonia in Belarus and Kazakhstan. The study involved 20 semi-structured interviews with company employees in both countries, as well as a content analysis of 40 publications on the company's social media. The findings enabled the identification of how language management is evolving in terms of communication strategies, language policies, and adaptation to local language contexts. This can further assist companies in developing the most effective strategies for managing language resources in their international affiliates.

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