Marketing et communication ethnique en contexte multilingue : le cas de la Catalogne

This article deals with the question of the communication of the companies that realize their economical activities in a multilingual context. It especially talks about the choice of the linguistic vector that should be used to reach the consumer. Mostly two marketing principles are considered in this type of social context: localization, using the local language, or standardization, by the use of a more spread one. Which factors influence the decision to adopt either a strategy or another? Catalunya, that offers abundant statistics, will be the base of this work.