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- November 2011 (Revised June 2016)
- Teaching Note
Language and Globalization: 'Englishnization' at Rakuten (A) & (B)
By: Tsedal Neeley
- August 2011 (Revised April 2013)
- Case
Language and Globalization: 'Englishnization' at Rakuten (A)
By: Tsedal Neeley
Hiroshi Mikitani, the CEO of Rakuten, (Japan's largest online retailer), is at the helm of an organization that is rapidly expanding into global markets. In a critical stride toward becoming the world's No. 1 Internet services company, Mikitani announces...
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Keywords:
Teaching;
Human Capital;
Change Management;
Transformation;
Social Enterprise;
Communication Strategy;
Internet and the Web;
Disruptive Innovation;
Organizational Change and Adaptation;
Strategic Planning;
Leadership;
Global Strategy;
Technology Industry;
Retail Industry;
Japan
Neeley, Tsedal. "Language and Globalization: 'Englishnization' at Rakuten (A)." Harvard Business School Case 412-002, August 2011. (Revised April 2013.)
- October 2004 (Revised December 2005)
- Case
Rakuten
By: F. Warren McFarlan, Andrew P. McAfee, Thomas R. Eisenmann and Masako Egawa
Rakuten, a native Japanese, e-commerce start-up and highly successful company, is expanding into new categories and new countries. It must figure out how to continue its trajectory of growth and profitability. A rewritten version of an earlier case.
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Keywords:
Business Growth and Maturation;
Global Strategy;
Growth and Development Strategy;
Technology Industry;
Retail Industry;
Japan
McFarlan, F. Warren, Andrew P. McAfee, Thomas R. Eisenmann, and Masako Egawa. "Rakuten." Harvard Business School Case 305-050, October 2004. (Revised December 2005.)