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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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$5.3 billion in revenue. The tough days of the dotcom bust were a distant memory, and Yahoo Inc - flush with lucrative advertising deals from the world's biggest brands - was enjoying its run as one of the top dogs in the world's hottest industry.
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