Communicating effectively with clients, suppliers or colleagues in Italy is indispensable for anyone interested in relationship building or financial success. But knowing another language is more than just grasping the grammar and mastering the vocabulary. It also means understanding the culture.
Cross-cultural competency in a business setting is a topic of interest to Giuseppe Tassone, a lecturer and language coordinator at the University of Washington, adjunct faculty member at Seattle University and long-time director of the Italian language program at the Dante Alighieri Society of Washington.
A friendly outgoing person, Tassone’s enthusiasm for the Italian language is palpable. After his undergraduate studies in Siena, Italy, he earned a B.A. in economics and an M.A. in Italian Studies at the University of Washington before beginning his teaching career
Tassone is the author of a new textbook, “Un buon affare— Italian for business,” published by Hackett Publishing Company. Created to help prepare students for the world of Italian business, the book is also a great resource for professionals conducting business in Italy or working in the U.S. with Italian-based companies.
A friendly outgoing person, Tassone’s enthusiasm for the Italian language is palpable. After his undergraduate studies in Siena, Italy, he earned a B.A. in economics and an M.A. in Italian Studies at the University of Washington before beginning his teaching career. He has been a reviewer or contributor to several leading Italian language textbooks and is the author of two books in the acclaimed Edizioni Farinelli’s Italian Film Studies series.
“Un buon affare–Italian for business,” published by Hackett Publishing Company in 2016, is a great resource for professionals conducting business in Italy or working in the U.S. with Italian companies
“Un buon affare” grew out of a teaching module Tassone developed for the University of Washington’s Foster School of Business. He later presented the material at the annual conference of the American Council of Foreign Language Teachers in Boston, where it was well received.
“A book editor in the audience loved the presentation and encouraged me to turn it into a textbook,” said Tassone. “With a degree in economics, I enjoyed assembling the background information which took me back to my roots.”
Tassone’s early research uncovered a wealth of business-focused textbooks in the more “popular” languages, such as French and Spanish, but not in Italian. “I felt it was time to change that,” he said.
Writing the book was a long and complicated process. “The research and writing took more than four years,” said Tassone. “I wanted to make sure the material was valid, relevant and designed in a useful way. The book also changed publishers midway, which was another hurdle to overcome.”
A versatile textbook, “Un buon affare” hones practical communication skills and cultivates the linguistic expertise needed to make connections in Italy. Being culturally competent and having the skills of a second language can mean big pay-offs in the business world. A recent report showed that those entering the workforce in 2014 with a second language could earn up to 15 percent more in salary.
One challenge Tassone faced was keeping the book current. “Information changes so quickly, particularly in the business community,” he said, “so the exercises are more open-ended. For example, students are asked to write an article about the European Union and what people think about the Euro. It’s a topic that allows you to do your research online, ensuring that the information is current, regardless of when you start the project.”
One chapter explores the Made in Italy brand, synonymous around the world with glamour, elegance and style. Students look at companies, products and design aspects of Made in Italy, along with exploring international trade, globalization, banks and access to credit. The capstone of the book focuses on Luxottica, an Italian leader in premium eyewear, where students investigate the company’s history, objectives, product line and marketing.
Practical matters are addressed, as well. There is information on making travel arrangements, writing a business plan, creating a resume or preparing for a job interview— all in Italian.
In addition to teaching and research, Tassone is well-known locally for his leadership of the Italian language program offered by the Dante Alighieri Society of Washington. Today about 130 students per year take classes given on six different levels, an enrollment figure that has remained consistent for several years.
“I got involved with the Dante program in 1996 because I wanted to share the language and culture of Italy with others, plus I’m good at organizing things,” said Tassone. “I wanted to offer language classes where you could be assured of the product value, like a language DOP [the Italian certification used for certain high-quality foods and wines]. My goal is to keep our program accessible and affordable. We have excellent instructors and we’re attuned to our students’ satisfaction.”
As a nonprofit, the Dante Society offers reasonably priced classes. Twenty classes per quarter cost from $180 to $300, depending on proficiency level. Tassone’s leadership at the Dante Society was recently recognized by a grant from the Italian Cultural Society and the Consulate General of Italy in San Francisco.
Over the years, Tassone has worked hard to establish stronger ties with the international Società Dante Alighieri, headquartered in Rome. The local chapter is now one of the few organizations in North America authorized to offer PLIDA certification (Progetto Lingua Italiana Dante Alighieri), a language proficiency certificate that is helpful when seeking a long-stay permit or enrolling in an Italian university.
Twenty-five years ago, as he made his way to America, Tassone could not imagine what lay in store for him. But he sensed at an early age he would not find it in his hometown of Gioiosa Ionica, Calabria. “When I was growing up, I could see the sea from our town,” said Tassone. “I would look at it and wonder what lay beyond. I always had a desire to see and explore the world.”
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