Englishnization at Rakuten Essay

1010 Words Oct 26th, 2013 5 Pages
October 10
Language & Globalization:
“Englishnization” at Rakuten 2013

The issues, options & recommendations for Rakuten


Language & Globalization: “Englishnization” at Rakuten 2013
Accepting change: It was very difficult for most of the Japanese employees to adapt to this policy of changing organizational culture through cross border communication. They never realized that they have to learn a completely new language for the sake of globalization. Performance linked with payment: The payment of Rakuten employees was linked to the TOEIC score. Moreover if they couldn’t score a particular score level, they will be demoted. This imparted a shock to the employees.
Less relevant: English would
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So, most employees had no idea where to start (either grammar or vocabulary) because they had no idea about their level.
Decreased productivity: All of these reasons directly affected the productivity of employees and Rakuten as a whole. Employees took much more time to compose a simple English mail instead of a
Japanese mail. This increased the time and cost input and hence reduced productivity.
Englishnization has found some supporters in the form of enthusiastic & ecstatic younger workforce, exited foreign staffs and native speakers.
Rakuten’s options were now increased, as the global knowledge was shared easily and the merchants were empowered. The executives in
Japan could better comprehend the competitor’s strategies in U.S.
Englishnization also gave Rakuten options to hire global talents because they incorporated English in every group they acquired. Some managers who were reluctant at first, later got to understand the motive behind
Mikitiani’s vision. They understood that if Rakuten has to excel in the world, it has to adapt as it is positioned globally. Moreover, Rakuten got more media attention than ever because of the steps chosen by Mikitiani.
The company got an image makeover in a good way in the market.
Rakuten can easily encash the options that it had now for its long term planning of becoming no. 1 in Japan (and in world). The start was good,
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