Reorganizing Yahoo!

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTR258 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


Corporate Restructuring
Case Length : 24 Pages
Period : 2000-07
Pub Date : 2007
Teaching Note : Not Available
Organization : Yahoo!
Industry : Internet and E-Commerce
Countries : US


The case examines Yahoo's organizational restructuring plans and the launch of its new search engine Panama. Though Yahoo was one of the few companies that survived the dotcom burst, it could not sustain its lead in the rapidly changing business environment and lost the first mover advantage it had in online advertising business. Yahoo acquired several companies in search technology and search related advertising business but failed to take advantage of those acquisitions and fell behind Google, which emerged as a major player in the Internet search market. Yahoo tried to cater to a wide segment of audience and this effort resulted in a highly cluttered home page.

By late 2006, Yahoo faced several problems which were widely reported in the media. In order to address these problems, Yahoo announced reorganization in December 2006 and within a few months it released 'Panama.'


Understand the problems in the business model of Yahoo!

Examine the strategies adopted by Yahoo! to revive its business operations

Critically analyze the reorganization plan of Yahoo!


  Page No.
Introduction 1
Background Note 3
The Problems 4
The Reorganization Program 9
The Road Ahead 11
Exhibits 14


Yahoo!, Organizational Restructuring, Reorganization, Peanut Butter Manifesto, Panama, Online Advertising Market in US, Online Advertising Techniques, Internet Search Market, Google, Growth Strategy, Innovation, Click-through Rates, Unique Visitors, Banner Advertisements, Promotional Sponsorships, Overture,, Matrix Organization

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