The language strategies of Scottish exporters in the food and drink sector.

Analysis of results from exploratory research into the attitudes of exporters of the food and drink industry of north-east Scotland towards the value of foreign language skills suggests a certain degree of ambivalence, which, together with the lack of resources and available skills can explain the absence of systematic language strategies. It also demonstrates the case for a questionnaire survey focusing on the various aspects of international marketing communication in the context of that particular industry sector across Scotland. Findings provided information on a range of practices and attitudes as well as a better knowledge of the nature of communication barriers; the means and tools of international marketing communication; the context of use of foreign languages; criteria for export success, perception of the impact of the customer's language use on marketing success; significance of skills for international marketing success; perception of impact of educational policies on opportunities in the global market. [ABSTRACT FROM AUTHOR]