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Yahoo's identity crisis led to its demise - a decade in the making

In a 2006 management exercise, staff were asked what the firm was associated with. Answers ranged from mail to news to search. It proved to be an an ominous portent.

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Yahoo's company culture ultimately became too bureaucratic and too focused on traditional brand advertising to prosper in a fast-moving tech business.

San Francisco

WHEN senior Yahoo executives gathered at a San Jose hotel for a management retreat in the spring of 2006, there was no outward sign of a company in crisis.

The Internet pioneer, not yet a teenager, had just finished the prior year with US$1.9 billion in profit on US$5

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