مجلة طبنـــة للدراسات العلمية الأكاديمية
Volume 8, Numéro 2, Pages 2041-2055
2025-12-19
Digital Business English In Algerian Import/export Companies: Practices And Challenges
Authors : Aliouche Mounia . Nesba Asma .
Abstract
This study explores the use and perceptions of Digital Business English (DBE) in Algerian import–export companies, offering qualitative insights into its market-driven application in a multilingual, non-Western context. Based on in-depth interviews with representatives from four firms, findings show that English use depends more on trading partners’ linguistic profiles than company size. Email and instant messaging in English are common, while websites, social media, and video conferencing are rare. Participants valued English for market access, credibility, and efficiency but noted challenges such as limited sector-specific vocabulary, low confidence in spontaneous speaking, and reluctance toward interactive digital tools. While no infrastructural issues emerged, all emphasized the need for targeted training that combines technological skills with context-specific business communication to enhance competitiveness.
Keywords
Digital Business English, Business English as a Lingua Franca, import–export companies, Algeria, multilingual business communication.
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