Yahoo Leadership Challenge

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  • University of Applied Sciences Dresden Master International Business

    Summer Term

    Change Management

    Lilo Pabst

    Kiana Frank

    1

  • CHANGE MANAGEMENT

    Yahoo seems to have lost the internet. (Honan, 2012)

  • 3

    1. Yahoo! History

    2. Leadership Change Matrix (Dunphy & Stace) A. Collaborative & Consultative Leadership

    B. Directive & Coercive Leadership

    C. Evaluation of Leadership Change Matrix

    3. Classification into Organizational Theory A. Machiavelli

    B. Argyris

    C. Kruse

    Table of contents

  • 4

    David & Jerrys Guide to the World Wide Web at Stanford University

    1994

    1996 Yahoo! goes public(Oreskovic, 2015)

    . 1. Yahoo! History

  • 4

    David & Jerrys Guide to the World Wide Web at Stanford University

    1994

    1996 Yahoo! goes public(Oreskovic, 2015)

    . 1. Yahoo! History

    Survival Yahoo! share at 5$

    early 2000s

    Yahoo! in constant rivalry with Google

    Crisis Dot.Com bubble Yahoo! share at 118$

    2000

    2001

    (Carlson, 2013a; Oreskovic, 2015)

  • 4

    David & Jerrys Guide to the World Wide Web at Stanford University

    1994

    1996 Yahoo! goes public(Oreskovic, 2015)

    . 1. Yahoo! History

    Survival Yahoo! share at 5$

    early 2000s

    Yahoo! in constant rivalry with Google

    Crisis Dot.Com bubble Yahoo! share at 118$

    2000

    2001

    (Carlson, 2013a; Oreskovic, 2015)

    2012

    - CEO: Jerry Yang Jun 07 - Dec 08

    - Failed takeover bid by Microsoft

    2007 2008

    2009 2010 2011

    - CEO: Carol Bartz Jan 09 - Sep 11

    - Dismissal of 2000 ppl

    - CEO: Tim Morse Sep 11 - Dec 11

    - CEO: Scott Thompson Jan 12 - May 12

    - Dismissal of another 14% of the workforce

    - CEO: Ross Levinsohn May 12 - Jul 12

    (Carlson, 2013a; Carlson, 2015, p.105/129-131/208-213; Oreskovic, 2015)

  • 4

    David & Jerrys Guide to the World Wide Web at Stanford University

    1994

    1996 Yahoo! goes public(Oreskovic, 2015)

    . 1. Yahoo! History

    Survival Yahoo! share at 5$

    early 2000s

    Yahoo! in constant rivalry with Google

    Crisis Dot.Com bubble Yahoo! share at 118$

    2000

    2001

    (Carlson, 2013a; Oreskovic, 2015)

    2012

    - CEO: Jerry Yang Jun 07 - Dec 08

    - Failed takeover bid by Microsoft

    2007 2008

    2009 2010 2011

    - CEO: Carol Bartz Jan 09 - Sep 11

    - Dismissal of 2000 ppl

    - CEO: Tim Morse Sep 11 - Dec 11

    - CEO: Scott Thompson Jan 12 - May 12

    - Dismissal of another 14% of the workforce

    - CEO: Ross Levinsohn May 12 - Jul 12

    (Carlson, 2013a; Carlson, 2015, p.105/129-131/208-213; Oreskovic, 2015)

    2012 CEO: Marissa Mayer Jul 12 - Present

    2002 -2012 Executive at Google

    2012 CEO at Yahoo!

    1998 Stanford University M.Sc. Computer Science

    1999 Employee #20 at Google

    (Postinett, 2016; McLean, 2014; Carlson, 2013a; Carlson, 2015, p. 136/144;Fairchild, Kowitt, Leahey, & VanderMey, 2014)

  • Revenue in m$

    ... despite Mayers change initiatives, there was no significant

    improvement regarding the financial performance of Yahoo!

    increased their revenues in the same

    time span from 37 bn$ to 75 bn$ (+100%)

    (Fin

    an

    zen

    .Ne

    t, 2

    016;

    Sta

    tista

    , 201

    6; R

    uss

    ell,

    201

    4)

    5

    . 1. Yahoo! History

  • Leadership Change Matrix by Dunphy & Stace

    Leadership Style Scale of Change

    Australian service industryEnterprises subjected to environmental change

    (460 respondents from 13 companies)

    Dim

    en

    sion

    sSa

    mp

    le

    (Du

    np

    hy,

    Sta

    ce

    , 199

    3, p

    . 905

    -920

    )

    [...] leaders make the biggest difference between success and failure in implementing high magnitude change [...] accounting for (at least)

    50% [...] (Rowland, Higgs, 2008, p. 62)

    . 2. Leadership Change Matrix

    6

  • 1.2 Yahoo! - Steps for Change

    Fine

    tuni

    ng

    Inc

    rem

    ent

    al

    Leve

    l

    Mo

    dul

    ar

    Leve

    l

    Co

    rpo

    rate

    Leve

    l

    Collaborative

    Consultative

    Directive

    Coercive

    Man

    agem

    ent S

    tyle

    Types of ChangeThe Dunphy & Stace

    Style of ChangeManagement

    Matrix

    STYLE - 1 Participative

    Evolution

    STYLE - 2Charismatic

    Transformation

    STYLE - 3Forced

    Evolution

    STYLE - 4Dictatorial

    Transformation

    Samstag, 2. April 16

    (Dunphy, Stace, 1993, p. 908; Senior, Fleming, 2006, p.285)

    7

    . 2.A Leadership Change Matrix - Collaborative & Consultative Leadership

  • 1.2 Yahoo! - Steps for Change

    Fine

    tuni

    ng

    Inc

    rem

    ent

    al

    Leve

    l

    Mo

    dul

    ar

    Leve

    l

    Co

    rpo

    rate

    Leve

    l

    Collaborative

    Consultative

    Directive

    Coercive

    Man

    agem

    ent S

    tyle

    Types of ChangeThe Dunphy & Stace

    Style of ChangeManagement

    Matrix

    STYLE - 1 Participative

    Evolution

    STYLE - 2Charismatic

    Transformation

    STYLE - 3Forced

    Evolution

    STYLE - 4Dictatorial

    Transformation

    Samstag, 2. April 16

    (Dunphy, Stace, 1993, p. 908; Senior, Fleming, 2006, p.285)

    7

    . 2.A Leadership Change Matrix - Collaborative & Consultative Leadership

  • 1.2 Yahoo! - Steps for Change

    Fine

    tuni

    ng

    Inc

    rem

    ent

    al

    Leve

    l

    Mo

    dul

    ar

    Leve

    l

    Co

    rpo

    rate

    Leve

    l

    Collaborative

    Consultative

    Directive

    Coercive

    Man

    agem

    ent S

    tyle

    Types of ChangeThe

    Dunphy & Stace

    Style of Change

    Management

    Matrix

    STYLE - 1 Participative

    Evolution

    STYLE - 2Charismatic

    Transformation

    STYLE - 3Forced

    Evolution

    STYLE - 4Dictatorial

    Transformation

    Samstag, 2. April 16

    FYI-meetings once per week > Wins of the month & work anniversaries > More transparency (Carlson, 2015, p.258)

    PB&J (Process, Bureaucracy & Jams)

    > Online suggestion box for improvement > PB&J list is public (Sellers, 2013a; Sellers 2013b; Carlson, 2012a; Carlson 2015, p. 262)

    Smartphones & fitness tracker > Usage of devices similar to those of Yahoo target users (Carlson, 2012b; Carlson, 2015, p.261)

    Participative Evolution & Charismatic Transformation

    (Dunphy, Stace, 1993, p. 908; Senior, Fleming, 2006, p.2

    85)

    7

    . 2.A Leadership Change Matrix - Collaborative & Consultative Leadership

  • 1.2 Yahoo! - Steps for Change

    Fine

    tuni

    ng

    Inc

    rem

    ent

    al

    Leve

    l

    Mo

    dul

    ar

    Leve

    l

    Co

    rpo

    rate

    Leve

    l

    Collaborative

    Consultative

    Directive

    Coercive

    Man

    agem

    ent S

    tyle

    Types of ChangeThe Dunphy & Stace

    Style of ChangeManagement

    Matrix

    STYLE - 1 Participative

    Evolution

    STYLE - 2Charismatic

    Transformation

    STYLE - 3Forced

    Evolution

    STYLE - 4Dictatorial

    Transformation

    Samstag, 2. April 16

    8

    (Dunphy, Stace, 1993, p. 908; Senior, Fleming, 2006, p.285)

    . 2.B Leadership Change Matrix - Directive & Coercive Leadership

  • 1.2 Yahoo! - Steps for Change

    Fine

    tuni

    ng

    Inc

    rem

    ent

    al

    Leve

    l

    Mo

    dul

    ar

    Leve

    l

    Co

    rpo

    rate

    Leve

    l

    Collaborative

    Consultative

    Directive

    Coercive

    Man

    agem

    ent S

    tyle

    Types of ChangeThe

    Dunphy & Stace

    Style of Change

    Management

    Matrix

    STYLE - 1 Participative

    Evolution

    STYLE - 2Charismatic

    Transformation

    STYLE - 3Forced

    Evolution

    STYLE - 4Dictatorial

    Transformation

    Samstag, 2. April 16

    Endofhomeoffices> Home offices increase productivity (The Young Turks, 2013) > Personal duties: child care/aging parents (The YoungTurks, 2013; Pathak et al., 2015, pp. 12-14)

    > Financial benefits to home offices (Hendricks, 2014; Strategic Direction, 2013, pp. 15-17)

    Forced Evolution & Dictatorial Transformation

    8

    (Dunphy, Stace, 1993, p. 908; Senior, Fleming, 2006, p.2

    85)

    . 2.B Leadership Change Matrix - Directive & Coercive Leadership

  • 9

    Acknowledge achievements

    Introduction to ban of home offices

    Reasoning for ban

    Appreciation

    (Sw

    ishe

    r, 20

    13; C

    arls

    on

    , 201

    5, p

    . 263

    ; Ne

    uvi

    an

    s, 2

    016)

    Yahoos, Over the past few months, we have intr