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  • October 2004 (Revised December 2005)
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Rakuten

By: F. Warren McFarlan, Andrew P. McAfee, Thomas R. Eisenmann and Masako Egawa
  • Format:Print
  • | Pages:22
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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; Technology Industry; Retail Industry; Japan

Citation

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

F. Warren McFarlan

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Thomas R. Eisenmann

Entrepreneurial Management
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