Changing vocabulary

International Journal of Productivity and Performance Management

ISSN: 1741-0401

Article publication date: 1 June 2004



(2004), "Changing vocabulary", International Journal of Productivity and Performance Management, Vol. 53 No. 4.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

Changing vocabulary

And on the subject of the re-branding of ideas, I have a comment on the changing business vocabulary. I recently heard a business that was undergoing re-organisation (or was it downsizing or downshifting or …) refer to as re-alignment. However, I couldn’t understand what the new organisation was being re-aligned with, so I took it as just another term to avoid using something which has negative connotations. The unpalatable is still unpalatable even if the vocabulary is different.

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