Keywords
Citation
Hof, R.D. (2008), "Back to the future at Yahoo", Strategic Direction, Vol. 24 No. 1. https://doi.org/10.1108/sd.2008.05624aad.002
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited
Back to the future at Yahoo
Back to the future at Yahoo
Hof R.D. Business Week, 2 July 2007, No. 4041, Issue 4041, Start page: 35, No. of pages: 2
Purpose – To investigate whether Jerry Yang will be able to turn around Yahoo and improve its performance and profitability. Design/methodology/approach – Reports on the departure from Yahoo! of its chief executive Terry Semel; describes how Jerry Yang (one of Yahoo!’s co-founders) has taken his place. Outlines how the Yahoo board is hoping that Jerry Yang and President Susan Decker can turn the company around and begin to challenge Google; looks at the options open to Yang; draws attention to the speculation surrounding Yahoo!’s future and whether Yang will be able to successfully improve Yahoo!’s fortunes. Highlights how Yahoo! has been suffering from declining growth display advertising and has failed to make a break through in social networking services. Originality/value – Identifies the reasons why Jerry Yang’s appointment as chief executive at Yahoo! as been favourably received by the company’s employees.ISSN: 0007-7135Reference: 36AS189DOI: 10.1111/j.1467-6486.2007.00698.x
Keywords: Business performance, Corporate strategy, Internet, Internet marketing, Leadership, Yahoo!