We can look upon the use of metaphors in the process of business communication in several aspects. Three major aspects of the problem can be observed in French scientific literature. The use of metaphors in changing organizations, the use of metaphor in competitive strategy and the purpose of metaphors from a linguistic perspective are the problems outlined by the English to French Translator center. The models of interrelationships offered by a metaphor are in most cases made-up, which means its function is to provide the link between two contrasting theoretical domains. Looking into them closely will show that they express a logical contradiction. By encouraging new product development, motivating novelty and bringing in new ideas and concepts, the contradictions inside the metaphor increase its long-term value. Metaphors mirror the subconscious processes that trigger abstract concepts, linguists passionately argue. Moreover, abstract perceptions are derived from a reformulation of concrete perceptions through metaphorical analysis as they trace the source of conceptual metaphors to image schemas, which are defined as culture bound.

The main function of a conceptual metaphor is to provide the conceptual glue that will keep a cultural system together with a view to creating another one and to produce a process of collective cultural ideas and models. In Italy, metaphorical analyses were not exclusively used in linguistic and literary studies, but after being translated by an Italian Translator school, they have evolved recently into an important part of business and social science literature. Quickly recognized by strategists and analysts as one of the most useful means to provide valuable insights into organizations, using metaphorical language and metaphors is of great value. Various arguments have been inspired by the purpose, interpretation and use of metaphor, but its impact is indisputable in all branches of business studies today. One of the most clear-cut methods in an organizational change settings, which is used to simplify the complex description of an organization, is metaphor. Its various functions within the organization can be limited to the following: information technology, organizational culture, decision-making, leadership, organization design, production management, organization development, policy and strategy. In general, using metaphors can be limited to understanding organizational problems and practices and conveying and describing large chunks of information.

The four most frequently used frameworks in the German competitive strategy literature are all based on metaphors. The dominant motifs of using metaphors in the strategy literature are all based on the evolutionary strategic and market alliance frameworks, points out the English to German Translation organization, who holds all credits for rendering them for a larger circle of readers. One of the ways of perceiving the world, which is not easy to express is to convey ideas by using language that can be turned into implicit knowledge as management researchers turn it to competitive strategy. What a metaphor generally captures is the deficit of the inability to transmit various systems of symbols. A strategic metaphor helps to achieve homogeny of purpose and development of associations with the organization, when it tries to deal with cross-cultural communication in an international context with multiple shareholders. It is the linguistic construction of carefully selected words, which expresses the real meaning of the organization’s strategic target and its center values. The contrasting cognitive perspectives of the stockholders within an organization are derived by the different or same meaning a strategic metaphor is invested with.