Yahoo inc. case study

Topics: Google, Web search engine, Yahoo! Pages: 10 (1625 words) Published: September 12, 2014

Yahoo INC Case Study
Marissa Mayer, CEO, Challenges
Saja Al-Adhami
Stratford University-USA

This paper was prepared for EMB504- Organizational Behavior. By Dr. Ale Yekpabo


Yahoo! Inc. is a global US Internet Corporation, founded in California in 1994, which provides a range of products and content, including email, media and downloads. The company had maintained its value proposition from 2005-2009 as one of the market leaders in search, it had healthy top line growth however it suffered from falling profits, web traffic and share price and this resulted in the appointment of their new CEO, Marissa Mayer in 2012. This paper will confer Yahoo’s business model, its properties, and investors’ confidence in Mayer’s strategy. In addition, the main challenges that CEO Mayer had faced during her period at the company, then the possible alternative recommended strategies in order to reestablish good and acceptable expectations from the company.

Yahoo! INC
Yahoo! is a multinational internet corporation that offers a web portal, search engine, e-mail and other related services. Stanford Ph.D. students David Filo and Jerry Yang founded yahoo in 1994. Yahoo has evolved into a major internet brand with search, content verticals, and other web services. Yahoo! Inc., incorporated in 1995, is a global Internet brand. Yahoo Inc. provides several services to their users. The Company provides owned and operated online properties and services (Yahoo! Properties, Offerings, or Owned and Operated sites). Yahoo! also extends its marketing platform and access to Internet users beyond Yahoo! Properties through its distribution network of third-party entities (referred to as Affiliates) who have integrated its advertising offerings into their Websites (referred to as Affiliate sites) or their other offerings. On the other hand, Yahoo INC provides other services to the advertisers and publishers. It provides a range of marketing solutions and tools that enable businesses to reach users who visit Yahoo! Properties and its Affiliate sites. According to developers, the Company provides an array of Web services and application programming interfaces (APIs), technical resources, tools, and channels to market. The Company's offerings to users fall into five categories: front Doors, search, communications and communities, media, and connected life. The majority of its offerings are available in more than 20 languages. Yahoo! generates revenues by providing marketing services to advertisers across a majority of Yahoo! Properties and Affiliate sites. Additionally, although many of its user services are free, Yahoo! does charge for a range of premium services that it offers.

Marissa Mayer, CEO of Yahoo
Marissa Mayer was previously as a vice president (VP) at Google, Marissa Mayer led the product management and engineering efforts of Google's local, mobile, and contextual discovery products including Google Maps, Google Maps for Mobile, Local Search, Google Earth, Street View, Latitude and more. At 36 years old, she was also the youngest member of Google's executive operating committee. During her 12 years at Google, Marissa led product management and design efforts for Google web search, images, news, books, products, toolbar, and iGoogle. She started at Google in 1999 as Google's 20th employee and first woman engineer. Marissa's contributions and leadership have been recognized by numerous publications including the New York Times, Newsweek, and BusinessWeek. Marissa serves on the board of various non-profits, including the Smithsonian National Design Museum, the New York City Ballet, San Francisco Ballet, and the San Francisco Museum of Modern Art.  When Marissa Mayer joined Yahoo Company, she announced that she would review every hire that the company made, it was a practice similar to that done at Google. For that reason she faced...

References: CrunchBase, The Business Graph,,
Subramanian, Ram, Richard Ivey School of Business, Yahoo! Inc.: Marissa Mayer 's Challenge, 2013
Vasile Tanasa, Business Strategy Yahoo, School of Economics, and Business Administration,
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