This article combines anthropological theory and methodological techniques with a setting and research problem drawn from business studies to explore the ways in which transnational elite businesspeople in multinational corporations make use of symbols, not only (as some works in business studies have contended) to define boundaries between groups and develop collective solidarity, but to subvert and negotiate between different social groupings.
Taking as a case study the use of certain symbols associated with ‘German business style’ by the employees of a German bank branch in London, as they interact with colleagues in the office, staff at their Frankfurt head office, and their clients and competitors, I conclude that, firstly, the use of symbolic interaction is key to the negotiation of global and local social spaces, and secondly, that as the concepts of 'global' and ‘local’ are themselves symbolic constructs, the drawing of distinctions between the two may be misleading.
Although a limited amount of research has been done in business studies on the use of symbols in corporate settings, most such works take a simplified view, being based in the anthropological theory of the 1950s through 1970s. By applying Sperber’s more recent theory of symbolism as a system of knowledge to an ethnographic study of the London branch and Frankfurt head office of a German financial multinational corporation (MNC), I propose to investigate how its staff engage in complex negotiations between global and local social spaces using the symbols which define, in their view, the ‘German business style’.