Inside Yahoo!: Reinvention and the Road Ahead

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9780471007937: Inside Yahoo!: Reinvention and the Road Ahead

An intriguing look at an Internet pioneer and global powerhouse
Reaching sixty percent of all Net users, Yahoo! is one of the most popular Internet portals and one of the most successful companies in the world today. Inside Yahoo! takes readers on a fascinating journey through the thoughts and motivations behind the company. Revealing stories of on-again, off-again management, the race for innovation, and the constant focus on survival, this book will engage readers on many different levels. With access to Yahoo's top executives, author Karen Angel describes the complementary, but different styles that have made Yahoo! one of the few surviving business models in the struggling Internet sector. An informed and astute narrative traces the company's transformation from a twenty-something brainstorm to a sophisticated community to a onetime Wall Street darling that managed to ride-out the recent market shakeout. Along the way, readers will follow in the steps and missteps of this unique company and see how it keeps reinventing itself to keep ahead of a changing marketplace.

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From the Inside Flap:

As both an Internet pioneer and an Internet survivor, Yahoo! is one of the most recognizable brands both inside and outside the online world. From its extensive content and e-commerce offerings to its innovative marketing tactics and strategic partnerships, Yahoo! has continuously proven itself a master of reinvention and sustainability in the fast-paced Internet world.

Inside Yahoo!: Reinvention and the Road Ahead takes you on a fascinating journey through the thoughts, motivations, struggles, and triumphs that have brought Yahoo! to where it is today. Revealing stories of brilliant deals and missed opportunities, the race for innovation, and the constant focus on survival, this book offers a rare inside look at the company and its corporate culture. With access to key players as well as industry experts and financiers, business journalist Karen Angel:
* Examines how two Stanford graduate students established the premier Internet global brand in just a few short years
* Profiles the company's leaders-from cofounders Jerry Yang and David Filo to CEO Terry Semel, COO Jeff Mallett, and Director Tim Koogle
* Addresses Yahoo!'s recent focus on developing premium services and establishing itself as a bona fide media company

Through an informed and astute narrative, Inside Yahoo! traces the company's transformation from a twenty-something brainstorm to a onetime Wall Street darling that managed to ride out the recent market shakeout. You'll read firsthand accounts of how the combination of gifted management, strategic acquisitions, brand leadership, and a long-standing history of service innovation and partnerships has helped Yahoo! through volatile economic environments.

Filled with insights from those who have lived through the Yahoo! experience, Inside Yahoo! is an inspirational story that offers valuable business lessons every investor, manager, and entrepreneur should take to heart-from maintaining a brand identity that everyone will recognize to continuously reinventing your focus to keep ahead of a changing marketplace.

From the Back Cover:

Inside Yahoo!
Reinvention and the Road Ahead

"No company better reflects the zeitgeist of the Internet bubble than Yahoo!, which grew from a part-time hobby cataloging Web sites to a $130 billion media company to just another dot.com struggling to remake its business model-all within a span of seven years. Karen Angel walks readers through the company's history, which is less about geeks and technology than it is about making technology less geeky (i.e., more accessible) to regular people. Along the way, the company's founders, David Filo and Jerry Yang, learned many invaluable lessons. Inside Yahoo! is not only an interesting book but also an important one."
-Adam L. Penenberg, investigative journalist and coauthor of Spooked: Espionage in Corporate America

"Inside Yahoo! is a drama about people, but it also describes how Yahoo! the brand reflected the impact of the Internet. Initially perceived as a fad, it soon became a part of our lives so that now it is as hard for anyone to imagine life without Yahoo! as it is to imagine life without electricity. Yahoo! helped make the technology become invisible-like the Cheshire Cat."
-John Taysom, founder and Managing Partner, RVC Reuters Greenhouse Fund

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