Case study 2

Learning Goal: I’m working on a business question and need a sample draft to help me learn.


The purpose of this case is to evaluate language as a globalization strategy for companies by diagnosing the important social and psychological dynamics that accompany language use in organizations, assessing the vicissitudes of radical organizational change, and learning how to successfully foster the adoption to change. Specific objectives include:

  • Evaluating language as a global strategy.
  • Diagnosing the impact of language and interpersonal processes.
  • Managing radical change in a globalized world.


  • Read the following
    • Core Curriculum – Leading Global Teams (HBS) by Tsadal Neely.
    • Case: Language and Globalization: Englishnization at Rekuten” by Tsedal Neeley.
  • Next, answer the weekly case questions to submit on Canvas – keep each answer to each question within100 words.
    • Was “Englishnization” a good idea for Rakuten? What are the costs/benefits of such a policy?
    • What are Mikitani’s motivations for issuing the “Englishnization” policy?
    • Analyze the survey results in Exhibit 3. How are employees experiencing the mandate? What differences do you see?
    • What determines whether employees embrace or reject the language stipulation?
    • What are the effects of “Englishnization” on Rakuten? Should Mikitani continue with “Englishnization”? If he does continue, what improvements should Mikitani make?
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