People, Products, and Professions: Choosing a Name, Choosing a Language - Fachleute, Firmennamen und Fremdsprachen

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When people collaborate in professional contexts, and more specifically, when they communicate about and through products in business contexts, they have to make a series of basic choices, one of them concerning the language used in the communication. Another, more long-term-oriented decision is the choice of a name for one’s business or product. The two questions are closely related, since in both cases it is an issue of self-presentation for the communicating company or business person.
Wenn Menschen in beruflichen Kontexten kooperieren, und insbesondere, wenn sie in Wirtschaftskontexten uber Produkte kommunizieren, betrifft eine ihrer grundlegenden Entscheidungen die Wahl einer Sprache fur die Interaktion. Eine andere, langerfristige, ist die Wahl eines Namens fur Firma oder Produkt. Die beiden Fragen hangen eng zusammen, denn in beiden Fallen geht es darum, wie man sich als Unternehmen oder als Unternehmer selbst prasentiert.