Managerial Implications
Choosing the accent of the speaker is not as simple as matching the speaker to the target audience and foreign accents do not always detract from marketing efforts. As companies compete in a multicultural world with increasingly diverse workforces a company’s management, employees, and spokespeople will speak in a broad range of accents. Choosing appropriate accents in vocalized marketing communications is one of many decisions managers must make. The positive evaluation of standard accents across countries and cultures provides a useful globaltool for firms with multinational campaigns and international product Web sites.