Abstract Internationally operating professionals communicate using English as a business lingua franca (BELF) with partners from various linguacultural backgrounds. A pedagogical challenge is addressing these complex transcultural interactions in a structured way that is not simplistic or stereotypical. To address this challenge, the concept of linguacultural levels and orientations is useful. In business, multiple levels of linguaculture interact: regional, organisational, work team, and individual. Simultaneously, three main linguacultural orientations operate: home, target, and universal. Employing a content analysis of five popular, globally distributed business English textbooks, this case study found that the textbooks emphasised regional and organisational levels of culture while deemphasising the team and individual levels. They contained a balance of orientations. Using textbooks as an example, the findings offer insights into how BE materials, including professionally written, authentic, learner-generated, or GenAI-created, can address culture in nuanced, structured, and balanced ways to prepare learners for transcultural workplace communication.
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