Case | HBS Case Collection | October 2004 (Revised December 2005)


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.

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.)