LANGUAGE PROFICIENCY AND STRATEGIC COMMUNICATION IN PROMOTING SUSTAINABILITY, GROWTH AND RESILIENCE OF ENTREPRENEURIAL VENTURES IN ANGLOPHONE AND FRANCOPHONE BUSINESS CONTEXTS

• Prof. JOSEPH AKANBI ADEWUYI

  Department of French, AFUED, Ondo , Adeyemi Federal University of Education, Ondo, Nigeria

  Author

This paper examines the role of language proficiency and strategic communication in promoting the sustainability, growth and resilience of entrepreneurial ventures, particularly small and medium-scale enterprises. Language is conceptualised as a functional and strategic resource that facilitates regulatory compliance, stakeholder engagement, marketing effectiveness, negotiation processes, and internal organisational coordination. Language and communication skills constitute critical instruments for sustainable entrepreneurship within dynamic and competitive business environments.  Core communication competencies -listening, speaking, reading, and writing - are identified as essential capabilities that enhance trust formation, customer retention, partnership development, and adaptive responses to market changes. In contrast, inadequate communication practices are associated with operational inefficiencies, reputational risks, and increased likelihood of business failure. Sustainable entrepreneurship is positioned as encompassing financial, relational ethical, and institutional dimensions, all of which are mediated through language practices. The paper concludes that the integration of structured communication training into entrepreneurship education and capacity-building programmes is necessary to strengthen long-term enterprise sustainability. The study contributes to entrepreneurial competence literature by establishing language and communication skills as foundational tools for sustainable enterprise development.

1. Prof. JOSEPH AKANBI ADEWUYI, Department of French, AFUED, Ondo, Adeyemi Federal University of Education, Ondo, Nigeria

   JOSEPH AKANBI ADEWUYI IS A PROFESSOR OF FRENCH LANGUAGE AND LITERATURE IN THE DEPARTMENT OF FRENCH, AFUED, ONDO.

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