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The purpose of this article is to reassert the status of language as a topic of major interest to researchers in the light of the rise of the transnational corporation.

This article reviews recent literature and case study evidence in order to track an important shift taking place in the status of language management.

The emergence of the transnational corporation transforms the nature and significance of language from a minor issue into one that impacts on a company's core competencies.

The literature remains sparse and case studies limited in number. In depth investigation into the language management practices of transnational corporations is called for in order to test the hypotheses of this paper.

Language will generate greater interest as a research topic as the transnational model is implemented, and more sophisticated language management practices will emerge as a result, with the promise of delivering a competitive advantage.

The inter‐relationship between language management and the transnational model of global corporations has not been asserted in the literature up to this point.