The measurement of performance levels based upon test scores and inferior

The measurement of performance levels based upon test

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various age groups. The measurement of performance levels based upon test scores and inferior treatment levied at non-English speakers during meetings led to the building up of negative sentiments and started to affect productivity levels. These issues are some of the reasons for employees choosing to leave the company during the new developmental stage. Social identity theory explains how individuals classify themselves into groups and create an identity with the characteristics of the group they are part of (Hogg, 1995). Reflecting from the case, Rakuten’s sudd en mandate of “Englishnization” was implemented without building a global mind-set in the employees and the division between English and non-English speakers within the company had a huge impact on the individual status and low morale. However, it is important to note that the increasing efforts towards CCL can help Rakuten penetrate global business environments and achieve steady growth levels. 4.1.2. Long-term Effects The continuation of “Englishinization” would help Rakuten to attain global expansion. These include integration of global subsidiaries, effective cross-border communication as well as increased international flexibility. The hegemony of English language is recognized to be a symbol of international communication and better understanding between global firms (Phillipson, 2001). From the viewpoint of Rakuten, adoption of “Englishnization” would create a coherent network of knowledge exchange, foster cross-cultural relationships and would lead to greater results through effective collaboration (Neeley T. , 2012). The current mandate
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11 initiated by Mikitani can facilitate Rakuten’s penetration into multiple markets and portray the company’s image of a global firm. As illustrated in Figure 1., the adoption of English as a CCL would have a positive influence on the employees and Rakuten to achieve effective team communication across global units which would increase the information channels for the firm across global business networks (Chen, 2006). Figure 1. The interdependent relationship between Language and Global Team Performance (Chen, 2006) 4.2. Discontinue 4.2.1. Short-term Effects The discontinuation of “Englishnization” would lead to the dismissal of using English as the CCL. This further implies re-a cquiring of the Japanese language within Rakuten’s business operations. The discontinuation would benefit the employees as they can resume their work in a familiar cultural environment and would not have to function under high uncertainty, which is very apparent in the Japanese cultural setting (Cardon, 2008). Furthermore, it would eliminate any professional differentiation between the employees based on their language proficiency or performance levels (Brannen, 2014). This would help the employees to fulfill their duties and would lead to an increase in commitment towards their work. Moreover, language asymmetries within groups tend to affect an individual’s emotion which is often reflected in their behaviors and often is a reason for exacerbated tensions (Hinds, 2014). Such
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