The Creation of a Corporate Philosophy in a Japanese E-Commerce Company: A Case Study of Rakuten

Abstract

The purpose of this chapter is to clarify how a corporate philosophy is created and how it works in the corporate culture at a company succeeded in globalization. Our research subject is Rakuten, a Japanese e-commerce company. Rakuten is a leading company of Internet services in Japan, and since it adopted English as its official language, it attracted the attention of those interested in corporate globalization.