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タイトル: Language and Globalization: Englishnization at Rakuten (A)
 
コンテンツID: CCJB-HBS-412002
登録日: 2018/05/21
オリジナルのプロダクトID: 9-412-002
オリジナルの刊行日: 2011/08   改訂日:2013/04
著者名: Neeley, Tsedal
ケース提供機関: Harvard Business Publishing
種類: Case
言語: 英語
ページ数: 15ページ
分野: 国際経営
業種:
   
キーワード: International Business/Change management/Organizational change/Internet/Disruptive innovation/Communication in organizations/Leadership/Strategic planning/Globalization
   
文献サマリー: 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 Englishnization - a highly publicized aggressive two-year English proficiency mandate for all 7,100 of Rakuten's Japanese employees. Mikitani's goal is not only to ensure the success of the organization, but also to break down linguistic and cultural boundaries in Japanese society. At the time, only an estimated 10% of the Japanese staff could function in English. The stakes are high: those who do not reach their target score by the deadline risk being demoted. As Englishnization progresses, loss of productivity, lack of time to study, and conflicted views among managers impede staff success. Some employees even question the relevance of Englishnization, particularly for staff working exclusively in Japan. Fifteen months since the announcement, the vast majority had not yet reached their target English proficiency scores. With the deadline rapidly approaching, Mikitani must decide how to proceed to ensure the success of Englishnization, the continued global rise of his organization, and even the future of Japan.
   

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