WORD FORMATION PATTERNS IN BUSINESS: A CONTRASTIVE ANALYSIS OF NEOLOGISM FORMATION IN GERMAN AND ALBANIAN

Abstract

The aim of this paper is to analyze and clarify the concept of neologism formation in business in both German and Albanian. The increasing of global and digital economy constantly requires new technical terms. To meet this demand, new words are created using universal and language-specific word formation methods. This study examines the differences in the development of productive words in German and Albanian business languages. It investigates the morphological and semantic methods that play a role in the emergence and change of new business terminology.
The study focuses on three research questions. First, we compare compounds as a method for forming complex nouns. The German language has excellent nominal compounds that summarize complex issues in a single word. For example, "Übergewinnsteuer", means "Excess profit tax". Albanian, on the other hand, uses analytical structures based primarily on gender constructions to express the same thing (e.g., "Tatimimbifitimin", meaning "Excess profit tax").
Secondly, a derivation study examines how language-specific suffixes can be used to form new words. The study examines how well certain prefixes and suffixes function in both languages to change the meaning of a word or create new semantic classes. In German, for example, -ung, -heit, and -schaft; in Albanian, -im, -si, and -esë.
Third, it examines how people react to changes and new global economic words. Using key concepts such as the sharing economy, crowdfunding, and the gig economy, a study compares the techniques of the two languages. The study shows that Anglicisms are as common in German as compound words. In Albanian, however, there is a strong tendency to directly adopt English terminology (such as "crowdfunding" and "gig economy") and sometimes add a descriptive paraphrase (such as "ekonomi e ndarjes" for "sharing economy").
This paper helps understand the typological differences between German and Albanian by comparing these different approaches and showing how both languages are adapting their vocabulary to the changing needs of the modern business world.