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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.

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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