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Marketplace 3.0: Rewriting the Rules of Borderless Business

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The CEO behind Rakuten and Kobo reveals how his unique approach to empowerment and collaboration defy conventional wisdom, and are the future of growth and globalization strategy. If Web 2.0 described the shift from static to interactive life on the Web, then 3.0 is the next sea change — driven by personalization, intelligent search, and user behavior. And that evolution ha The CEO behind Rakuten and Kobo reveals how his unique approach to empowerment and collaboration defy conventional wisdom, and are the future of growth and globalization strategy. If Web 2.0 described the shift from static to interactive life on the Web, then 3.0 is the next sea change — driven by personalization, intelligent search, and user behavior. And that evolution has huge implications for everything we see, buy and do online. Rejecting the zero-sum, vending-machine model of ecommerce practiced by other leading internet retailers, who view the Internet purely as a facilitator of speed and profit, Hiroshi Mikitani argues for an alternate model that benefits merchants, consumers, and communities alike by empowering players at every step in the process. He envisions retail "ecosystems," where small and mid-sized brick-and-mortar businesses around the world partner with online marketplaces to maximize their customer bases and service capabilities, and he shows why emphasizing collaboration over competition, customization over top-down control, and long-term growth over short-term revenue is by far the best use of the Internet's power, and will define the 3.0 era. Rakuten has already pioneered this new model, and Marketplace 3.0 offers colorful examples of its success in Japan and around the world. Mikitani reveals how the company enforces a global mindset (including the requirement that all its employees speak English, even in Tokyo); how it incorporates new acquisitions rather than seeking to completely remake or sell them for a quick profit; and how it competes with other retailers on speed and quality, without sacrificing the public good. Marketplace 3.0 is an exciting new vision for global commerce, from a company that's challenging all the accepted wisdom.


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The CEO behind Rakuten and Kobo reveals how his unique approach to empowerment and collaboration defy conventional wisdom, and are the future of growth and globalization strategy. If Web 2.0 described the shift from static to interactive life on the Web, then 3.0 is the next sea change — driven by personalization, intelligent search, and user behavior. And that evolution ha The CEO behind Rakuten and Kobo reveals how his unique approach to empowerment and collaboration defy conventional wisdom, and are the future of growth and globalization strategy. If Web 2.0 described the shift from static to interactive life on the Web, then 3.0 is the next sea change — driven by personalization, intelligent search, and user behavior. And that evolution has huge implications for everything we see, buy and do online. Rejecting the zero-sum, vending-machine model of ecommerce practiced by other leading internet retailers, who view the Internet purely as a facilitator of speed and profit, Hiroshi Mikitani argues for an alternate model that benefits merchants, consumers, and communities alike by empowering players at every step in the process. He envisions retail "ecosystems," where small and mid-sized brick-and-mortar businesses around the world partner with online marketplaces to maximize their customer bases and service capabilities, and he shows why emphasizing collaboration over competition, customization over top-down control, and long-term growth over short-term revenue is by far the best use of the Internet's power, and will define the 3.0 era. Rakuten has already pioneered this new model, and Marketplace 3.0 offers colorful examples of its success in Japan and around the world. Mikitani reveals how the company enforces a global mindset (including the requirement that all its employees speak English, even in Tokyo); how it incorporates new acquisitions rather than seeking to completely remake or sell them for a quick profit; and how it competes with other retailers on speed and quality, without sacrificing the public good. Marketplace 3.0 is an exciting new vision for global commerce, from a company that's challenging all the accepted wisdom.

30 review for Marketplace 3.0: Rewriting the Rules of Borderless Business

  1. 5 out of 5

    Christopher Lewis Kozoriz

    "Speed!! Speed!! Speed!! In many ways, speed is the secret weapon of the successful. When you look at a company or individual who has accomplished something extraordinary, speed is often at the root of their success." (Hiroshi Mikitani, Marketplace 3.0: Rewriting the Rules of Borderless Business, Page 177) Written by Internet Billionaire Hiroshi Mikitani. The borderless business he makes reference to in the title of this book is simply the Internet. How the Internet is causing governments, compan "Speed!! Speed!! Speed!! In many ways, speed is the secret weapon of the successful. When you look at a company or individual who has accomplished something extraordinary, speed is often at the root of their success." (Hiroshi Mikitani, Marketplace 3.0: Rewriting the Rules of Borderless Business, Page 177) Written by Internet Billionaire Hiroshi Mikitani. The borderless business he makes reference to in the title of this book is simply the Internet. How the Internet is causing governments, companies, and people in general to become borderless. It does make sense doesn't it? Here on Goodreads, we are connected from different places and countries who enjoy reading, rating, and making reviews of our experiences with the books we have read. It is a community of sorts, despite where we live, work, or our culture. The Author is the founder and chief executive officer of Rakuten; apparently, the third largest e-commerce marketplace company in the world. He has been labeled as an Internet evangelist, and after reading this book, I think the name is suitable. One example of this is his prediction that one day we will not be using money at all! He says: "Money is essentially information. It is something invented by human beings that is nothing more than a promise between parties to exchange value. Money represents what we consider the value of the product or service-that is, information. And because it is mere information, it can, like all other elements of information, be hosted on the Internet. It is only a matter of time before this happens. Virtual financial transactions are more convenient than the paper system we have now. Already, many financial activities take place in the digital space, and it is my opinion that someday soon, all of them will go virtual. We will live in a world that no longer uses currency or paper money at all" (Page 231). I have to agree with him, and even the Bible has predicted this for centuries...we will be a paperless or cashless society (See Revelation 13:17). It is already here folks! He talks about how some people will be resistant to this, but just as when banks were introduced at first, there were people who resisted this as unsafe and unwise to put money; however, overtime, people began to have no problem putting money in the bank. This also happened with credit cards; they were considered radical; however, today people use credit cards all the time. I was personally alive when people thought using computers were radical when they first came out! Throughout this book he talks about how his business is making an effort to be global. He shares some practical ways he is doing this. For example, he talks about how his business has made an effort of "Englishnization". Meaning that the dominant language in his company is English. He touts the reasons for this in his book, and how it is a smart thing to do. He likes rewriting rules. If he sees something outdated or traditional, he likes to challenge those ideas, and come up with something better. My favourite chapter was on speed or as the title of the chapter was SPEED, SPEED, SPEED!. In this chapter he tackles the rules of most governments and companies who take time to do things, and be methodical about things before taking action, which slows the whole process down. His take is that it's better to jump in and fix problems as you go along. He's not to be misunderstood through, one of the ways to be speedy, he says, is to have goals. Here is some of his intelligent words on this: If you go on a trip without a set destination, you will meander. If, on the other hand, you set a goal, you will move much more directly toward your destination. Naturally, the direct route is faster. This is also true in business. If your goals are vague-or worse, if you have no real goals and just come into work every day with no long-term plan-you will move slowly. If you set goals for yourself, your speed will naturally increase. There is much more content in this book that I cannot go into here. I think it is worth the read. I initially thought it might be a book on globalizism when I read the title, but I was wrong, it is more about how the Internet is causing us to become borderless, and to do business in this world, we must re-write some of the traditional and accepted rules in our lives and business if we want to be successful.

  2. 4 out of 5

    Marcos Ruiz Julià

    It is a must for candidates who aspire to be part of any of the Rakuten Group companies. You will be introduced to its business culture through Japanese concepts like Omotenashi and Shugi and why its technology platform and management system has transformed Rakuten a global product. Mikitani highlights empowerment as a strategic management tool to collaborate with customers, employees, and society.

  3. 5 out of 5

    Ilya Solovyev

    Frankly speaking, I wouldn't suggest this book to anyone. I respect the author and his huge experience, but I don't think this book gives us any new approach. Frankly speaking, I wouldn't suggest this book to anyone. I respect the author and his huge experience, but I don't think this book gives us any new approach.

  4. 4 out of 5

    Kwang Wei Long

    Practical advice and insights to running a business by Rakuten founder. The key idea that i took away is collaboration and empowerment is the new way of doing business moving forward. The book also touch on topics beyond business such as his thoughts on the way of doing business, ie speed and agility, to spread into the arts and sports communities to improve the current standards. People who are interested to build a marketplace (2-way) platform will find this book helpful.

  5. 5 out of 5

    Katie Burke

    Really liked reading about Rakuten's business philosphy and counter-culture approach to growing a global company based in Japan--inspiring stuff and practical business advice. Really liked reading about Rakuten's business philosphy and counter-culture approach to growing a global company based in Japan--inspiring stuff and practical business advice.

  6. 4 out of 5

    Jessica Faulkner Chase

    Favorite quotes: "Global business is not just a way to make money; it is a way to remake the interaction between companies and marketplaces." "Myself of today will triumph over myself of yesterday." "No matter what you do, if you do it well and with passion, you will achieve success and happiness." "The only way workers will fully pursue experiments is if they feel assured that they will not be punished for an unsuccessful outcome." "The key is not to take a defensive stance and build a wall around Favorite quotes: "Global business is not just a way to make money; it is a way to remake the interaction between companies and marketplaces." "Myself of today will triumph over myself of yesterday." "No matter what you do, if you do it well and with passion, you will achieve success and happiness." "The only way workers will fully pursue experiments is if they feel assured that they will not be punished for an unsuccessful outcome." "The key is not to take a defensive stance and build a wall around your business, but to reach out and make positive connections that create a better experience for all involved." "Vendors on the more rigid platform conform to the template. This is efficient, to be sure. It saves money and time. But is it fun? Is it entertaining? Does it inspire the customer to spend time browsing? Not really." "A great goal can generate unprecedented speed." "Action is what speeds improvement." "Take the intuition you have and investigate it in terms of hard numbers. How many people pass by your bus stop? What are the sales of nearby stores? How many people visit bookstores at the next bus stop? What are their profits? What are the rents in your neighborhood? What are the bookstore personnel costs like? Gather all this and other figures and begin to calculate the profits your bookstore might generate." "Intuition is a great asset to business. But it comes to its highest purpose only when coupled with metrics. Measurement takes dreams and moves them toward reality." "We need to realize that even when we leave our office, our roles as leaders remain intact."

  7. 4 out of 5

    Victor Kryvenko

    Классная книга. Я бы охарактеризовал ее фразой: “Как мыслят японские бизнесмены” 1 Совершенно нестандартный подход к бизнесу владельца Rakuten позволил создать огромную успешную империю вокруг идеи маркетплейса. Необычного маркетплейса. Сайта, на котором каждый может создать свой собственный интернет магазин не по строгому шаблону, как это принято у нас, а по своему собственному усмотрению и пониманию. Это книга – автобиография. Рассказ Хироси Микитани о самом себе. Путь от работника банка до владел Классная книга. Я бы охарактеризовал ее фразой: “Как мыслят японские бизнесмены” 1 Совершенно нестандартный подход к бизнесу владельца Rakuten позволил создать огромную успешную империю вокруг идеи маркетплейса. Необычного маркетплейса. Сайта, на котором каждый может создать свой собственный интернет магазин не по строгому шаблону, как это принято у нас, а по своему собственному усмотрению и пониманию. Это книга – автобиография. Рассказ Хироси Микитани о самом себе. Путь от работника банка до владельца бизнеса. Книга Маркетплейс 3.0 очень подробно освещает его логику действий. Именно в ней вся суть и изюминка книги. Логика японцев интересна сама по себе, а здесь раскрывается логика успешного японского бизнесмена с сильным мнением и твердой точкой зрения на реальность. И если с нашей перспективы половина его идей не должны были сработать, то с его точки зрения и в Японской реальности все именно так и работает. Интересен его подход к бизнесу, к самому персоналу. Делегирование полномочий, первый в истории Японии полный переход всей миллиардной международной корпорации на общение на английском языке. Даже бытовое решение таких обычных проблем как пробки возле лифтов – очень своеобразное. Если хотите получить заряд мотивации или найти свежие идеи – книга по адресу. Если просто почитать что-то интересное по бизнесу, так же рекомендую.

  8. 4 out of 5

    Jessie Qi

    The book was a pleasant surprise. I don't think this book has any groundbreaking points; nevertheless full of solid good useable advices. Some times I question about the sincerity of his view, such as getting into sports for the good of society. The book was a pleasant surprise. I don't think this book has any groundbreaking points; nevertheless full of solid good useable advices. Some times I question about the sincerity of his view, such as getting into sports for the good of society.

  9. 5 out of 5

    Andrey Nikishaev

    Книга на 99% из воды. Умные мысли: - Не принимайте решения без людей которые будут их выполнять и с людьми которые не имеют к ним отношения(логического) - Перевести разговоры внутри компании на английский язык может и дорогое но интересное решение.

  10. 4 out of 5

    Nataliya

    This is more like a history of company than practical advice of businessman. Nevertheless some points are worth thinking about. This book would be more thrilling if it was twice shorter, without many repetitive abstracts.

  11. 4 out of 5

    Stéphane Leybold

    The interesting point of view of the founder of Rakuten regarding e-commerce and the right way of conducting a successful business. Putting empowerment and people in the center of the activity, without fearing to take big decisions. Many people working in marketplaces should read this book!

  12. 5 out of 5

    Alex Chan

    Nice book from a Japanese business leader with a global view The author has accomplished tremendous things and forever transformed the local industry. Inspiring to learn from his first-hand experience in building and growing Rakuten.

  13. 5 out of 5

    David

    An interesting take on how the Internet has and is changing the business landscape. Whether you fully agree with Mr. Mikitani or not some of the issues he brings to the forefront are worth considering.

  14. 4 out of 5

    Lucas Gili

    Not a bad read, a few good pages. Definitely worth reading if youre into business.

  15. 4 out of 5

    Timo

    Very interesting book with great insight on Mikitani's thinking but as is usual with such books sometimes reads more as a marketing brochure and lacks honesty. Very interesting book with great insight on Mikitani's thinking but as is usual with such books sometimes reads more as a marketing brochure and lacks honesty.

  16. 5 out of 5

    BLACK CAT

    Good concepts in general, but it was a little bit repetitive.

  17. 5 out of 5

    Arthur De Voogd

    Great book with very detailed explanations

  18. 5 out of 5

    Ahmad Moshrif

  19. 5 out of 5

    Barry Cronin

  20. 4 out of 5

    Tommie-Ann Ferreira

  21. 5 out of 5

    Vitaliy Georgiev

  22. 4 out of 5

    Vahagn Grigoryan

  23. 4 out of 5

    Yasheve

  24. 4 out of 5

  25. 4 out of 5

    Dave Jenkinson

  26. 4 out of 5

    Ewa

  27. 5 out of 5

    Joon Kyung Shim

  28. 5 out of 5

    Christa

  29. 4 out of 5

    Roy

  30. 4 out of 5

    Alla Khrystych

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