Rakuten Books Creates Added Value through Originality

January 20, 2023
by RNN

As commoditization* of products increases in the entertainment market, Rakuten Books has been focusing on generating new added value to its products with the aim of "de-commoditization." In this video, we take a look at Rakuten Books' exclusive sales promotions and collaborations with high-value IP (intellectual property), while hearing from a prominent external collaborator at Sony Music.

*Commoditization: Goods which had added value upon market entry becoming more generic in the eyes of the consumer.

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Rakuten News Network (RNN) is an internal news site providing daily video news about Rakuten to the company's employees around the world.
The videos on this site, which are originally from RNN, offer an insight into the activities of the Rakuten Group and the various services its diverse workforce provides.