Guest Lecturer: Kazunori Takeda（Special Advisor to Rakuten Group, Inc.）

On July 16, 2026, Aoyama Business School (ABS) welcomed Kazunori Takeda, Special Advisor to Rakuten Group, Inc., as a guest speaker in its Strategic Operations Management course. Mr. Takeda delivered a special lecture titled "Global Companies: No. 1 and Only One."

Mr. Takeda began his career at Toyota Motor Corporation in 1986 and later earned his MBA from Harvard Business School. In 2006, he joined Rakuten, now Rakuten Group, Inc. After serving in senior executive positions, including Executive Vice President, he currently serves as Special Advisor.

The lecture covered the following key topics:

・The Dramatic Shift in Global Competitiveness
In 1989, Japanese companies accounted for 32 of the world’s 50 largest companies by market capitalization. By 2024, however, the landscape had changed dramatically, with Toyota Motor Corporation the only Japanese company remaining among the top 50. Against this challenging backdrop, Mr. Takeda discussed how Japanese companies can compete and succeed globally, drawing on his experience at two industry leaders: Toyota in manufacturing and Rakuten in information technology.

・Lessons from Toyota: Quality and Systems
Toyota’s rise to become the world’s leading automaker was supported by the Toyota Production System (TPS), the Toyota Way, and a scientific approach emphasizing genchi genbutsu—going directly to the source to observe and understand the actual situation. Drawing on lessons from his own career, Mr. Takeda emphasized the importance of articulating previously unwritten principles and relentlessly pursuing quality.

・Rakuten’s Ecosystem and Innovation
Rakuten Ichiba began in 1997 with only two employees and 13 merchants. It has since grown into an enormous ecosystem, with global gross transaction value reaching ¥40 trillion and more than 42.28 million active users in Japan. Mr. Takeda explained Rakuten’s strategic journey, guided by its commitment to becoming a truly unique global company. He discussed initiatives including the adoption of English as the company’s official internal language and its expansion into fintech and mobile communications.

・Taking on the Future: Rakuten Mobile
At the forefront of operations strategy, Mr. Takeda also discussed the development of Rakuten Mobile, which has achieved rapid growth by leveraging innovative technologies. In June 2024, the number of subscriptions surpassed seven million. Its continuing efforts to enhance convenience as an essential infrastructure service offered valuable insights for the students.

Mr. Takeda concluded the lecture with his personal motto: "Be bright, have fun, and stay energetic." His powerful message gave the students a valuable opportunity to reflect deeply on the mindset required of global leaders.

We sincerely thank Mr. Kazunori Takeda for his highly engaging and inspiring lecture.