There are different opinions about the purpose of buzzwords.
Some might say that their only purpose is to sound fair but thereby
creating another babylon. Others might say that there is the purpose
of a clear communication by the use of short expressions with a known
meaning.
Of course, both arguments are quite dependent on the type of word
you are talking about because there is a wide variation of words that
are called buzzwords.
In my opinion some buzzwords are quite usefull as far as standardisation
is concerned. You can talk about a thing - lets take "latent market" without
having to define the exact meaning to each listening person.
The idea of having a major company and in it every department uses different
expressions for their proceedings (e.g. impact, request, call) might give an
impression of the result achieved by not using standardised terms.
In such cases i think theses buzzwords are wronfully being mocked.
On the other hand, there are negative effects from the use of buzzwords both
for communication and business.
The efficiency of using buzzwords is only existing if everyone participating
in a communicational process is aware of the meaning of the used expressions.
It is very useless to tighten the text of your e-mail with the extensive use
of "management language" and sending it to every worker at your assembly line.
There is no common understanding of the meaning of the used expressions.
No benefit in communication can be gained in that.
The use of "buzzwordized" job-codes might give your company a benefit at first, but every employee is capable of providing your competitor with the exact number of "senior account managers" that are working on your "key accounts".
