Case | HBS Case Collection | 2005 (Revised from original 2004 version)

Rakuten

by F. Warren McFarlan, Andrew P. McAfee, Thomas R. Eisenmann and Masako Egawa

Abstract

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; Business Earnings; Business Model; Internet; Trade; Service Industry; Japan;

Citation:

McFarlan, F. Warren, Andrew P. McAfee, Thomas R. Eisenmann, and Masako Egawa. "Rakuten." Harvard Business School Case 305-050, December 2005. (Revised from original October 2004 version.)