Reports exploratory research which examines the relationship between the extent to which executives have a positive attitude towards a foreign culture and the level of competence they have achieved in that language. Suggests that this was a weak correlation but a much stronger one existed between these two factors within the Spanish market. Cites that cultural liking may be a positive factor in foreign language acquisition but only in some circumstances or cultures and ecnourages further research in this area.
Swift, J.S. (2002), "Foreign language competence and cultural affinity: a study of UK executives in foreign markets", Cross Cultural Management: An International Journal, Vol. 9 No. 2, pp. 4-24. https://doi.org/10.1108/13527600210797370
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