2
strategy
was avoidance, stemming from linguists‟ concern to maintain their
professional
standing with clients, a finding which reflects an emerging
emphasis on the importance of context and relationships for
understanding inter-cultural communication.
Practical implications
The study highlights the crucial role of the
translator in international business, and draws attention to the potential for
cross-cultural communication problems arising from mutual lack of
awareness of culturally-salient but inherently untranslatable words or
phrases.
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