One key problem is the organizational structure: with just 3,200 employees, Yahoo! has forty-four
different business units! Even General Electric, with 300,000 employees, has only 13. You think to
yourself, “This is unmanageable. Too many people and no focus.” Amazingly, despite having 44
business units, Yahoo! doesn’t have a direct sales unit. No one, it turns out, is responsible for
cultivating customers. Why not? Well, during the “go–go” days, customers were literally throwing
themselves and their advertising dollars at the company. As one Yahoo! manager said, “The fish were
jumping into the boat.” Consequently, most orders took place via email. Yahoo! didn’t have to
establish relationships with customers because customers came to it. Unfortunately, this led to
arrogance. Jeff Bell, a vice president at one of Yahoo!’s potential customers, said the message was,
“Buy our stuff [meaning Yahoo!’s advertising], and shut up.” Jeff Mallett, Yahoo!’s former president,
said, “We ran Yahoo! to optimize market share. I make no apologies for that. If there was a company
that didn’t get it [Internet advertising], we moved on very quickly.”
Another problem was the overly creative, freewheeling, spontaneous company culture in which
everyone, including the CEO, worked in cubicles. The problem wasn’t so much the cubicles, but what
they came to represent: an overly informal culture with no controls. At Yahoo!, employees played
soccer in a large open space outside the company boardroom, even while the board was meeting.
Furthermore, no one had an overall perspective of what was best for the entire company.
Consequently, said one Yahoo! vice president, “[Unit] managers would beg, borrow, and steal from
the network [meaning the overall company] to help their own properties.” Plus, if you had an idea, you
pursued it without having to get anyone’s feedback or approval. Yahoo!’s chief operating officer said,
“Yahoo!’s original mission was to grow as fast as you can and put things out there and see what
works.” The more serious problem, he said, was that “nobody knew what would work.”
The most amazing aspect of this culture was that, as one manager explained, “There was a fair
amount of resistance toward the strategy of monetizing our businesses.” In other words, the culture at
Yahoo! was so informal, so unfocused, and so freewheeling that no one really worried about whether
the company could charge for the services it provided and make a profit. “There was a fear,” said this
manager, “that if all of our efforts were put into profit making, we’d starve research and development
and lose our innovation.”
88. Refer to Yahoo!. One of the causes of the precipitous drop in the value of Yahoo’s stock was the
company’s inability to subdivide work and workers into separate organizational units responsible for
completing particular tasks. For example, Yahoo has no sales unit to cultivate and call on advertising
customers. Yahoo caused itself trouble when it decided to not engage in ____.
the appropriate change of command
89. Refer to Yahoo!. After restructuring, Yahoo’s four new departments were consumer services,
marketing services, business and enterprise services, and premium services. What type of
organizational structure did Yahoo adopt during its restructuring?