How can use of English as means of work communication affect businesses in non-English-speaking countries?
In recent decades, English has secured its position as a global language. Soft power of English-speaking countries, comprising their economic strength, thriving entertainment industry, and development of new technologies influences the popularity and widespread use of English as an international language. Business sphere has not remained aloof; a growing number of companies implement English as the official language of work communication.
Such prospects of English are highly beneficial for Anglo-American corporations, as their employees already possess the necessary skill for a successful international communication. Companies which are not located in English-speaking countries, are faced with a decision: should they make English the internal working language? Will the subsequent difficulties be worth the potential gains?
One of the most cited cases in this regard is Japan’s largest e-commerce retailer, Rakuten. In 2010 Rakuten’s CEO announced an English-only mandate in his company. That decision raised a lot of controversy, it came with certain risks and costs. However, the results were observantly profitable.
Thus, the company increased sales of its products both globally and locally. The main goal of Rakuten was to enter the international market and to establish greater integration globally. The company did not focus on hiring more employees with fluency in English, instead they made an emphasis on development of English for business purposes among their current employees. Teams and their managers learned how to communicate with international clients and business partners properly, enabling Rakuten to have more successful negotiations.
Due to the powerful image of English-speaking countries, English itself is often associated with prestige and wealth. Marketing campaigns in Japan gained way more attention from publicity because of such associations. Moreover, the company was the first one to implement such a system in Japan, that is why it also received vast global media attention.
Employees were motivated to learn English as they could see the correlation between their knowledge of language and the salary growth. Access to the world market boosted the profit of their corporation and their own economic situation respectively.
In conclusion, Rakuten's case exemplifies the transformative power of adopting English as a working language despite initial costs and implementation challenges. This strategic move significantly enhances the company's image and economic potential. The 'English-one' policy not only facilitates global expansion but propels Rakuten forward in fostering an international corporate culture. Keen to elevate your company's potential? Explore more about our corporate programs and embark on a journey of global success today!
