From the book lists at Adware Report:

 All information current as of 01:28:58 Pacific Time, Tuesday, 22 February 2005.

Inside Yahoo! Reinvention and the Road Ahead

   by Karen Angel / Karen Angel

  Hardcover:
    Wiley
    April, 2002

   US$27.95   

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Editorial description(s):

Review
"...an accessible, interesting read for anybody interested in the story of one of the companies that shaped the internet as we know it today..." (www.freepint.com - Featured Book, 5 September 2002)

"...anyone who reads this book through...would benefit greatly from their enhanced knowledge of the subject..." (M2 Best Books, 11 September 2002)


Review
"...an accessible, interesting read for anybody interested in the story of one of the companies that shaped the internet as we know it today..." (www.freepint.com - Featured Book, 5 September 2002)

"...anyone who reads this book through...would benefit greatly from their enhanced knowledge of the subject..." (M2 Best Books, 11 September 2002)


Book Info
A drama about people. Describes how Yahoo! the brand reflected the impact of the Internet.


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:

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.


Back Cover Copy
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


About the Author
KAREN ANGEL is a journalist who has been published in The New York Times, Crain';s, the New York Post, The Washington Post, BusinessWeek Online, and Publishers Weekly.


Book Description
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.




Reader review(s):

A competent job, but lacks real insight, November 24, 2002
Like many other writers about technology companies, Karen Angel has simply read a lot of newspaper and magazine articles about the company, interviewed some knowledgeable outsiders (key insiders did not cooperate with her) and organized the resulting material in chronological sequence. If, like I, you are interested in learning the basic facts about Yahoo!, this book will suffice, but don't expect anything in the way of new revelations or searching analysis.

What comes across is a group of relatively bright young computer nerds who happened to be in the right place at the right time, decided that they were the Christ, and imploded from their own greed and hubris, professing all the while their personal integrity. Urrrppp!

Highly Recommended!, September 13, 2002
Inside Yahoo! presents a blow-by-blow chronology of the birth, ascension and downfall of a company that - in terms of business model and stock price - was the archetype of the `90s dot-com. Readers will be hard pressed to identify any relevant fact or event from the life of Yahoo! overlooked by author Karen Angel. What is missed however, is meaty analysis: Did the hubris of Yahoo!'s founders contribute to the company's reversal of fortunes? Angel doesn't speculate. Nevertheless, we from getAbstract recommend her book for its comprehensive recounting of a business tale that truly captures the essence of the Internet boom.

Valuable Rollercoaser Tale -- for your DOT.COM literacy, September 6, 2002
Of course, when you think Internet, YAHOO! comes to mind immediately. Here it's fascinating to read about the key players, with their contrasting personalities and ingenuity, behind the very modest beginnings of Yahoo!--from a trailer on Stanford U's campus. That's an inspiration for all of us wanna-be's.... And then to watch this dot.com swell to Internet behemoth worth $100+ billion on the stock market--along the way, missing scooping up now-strong e-Bay! Memorable too that a teen hacker even took down this Goliath for a while.... Yahoo did not burn through its venture capital like many others but it failed to leverage its burgeoning superstatus in the marketplace and to fully respond to the competition. The story is a rollercoaster ride with big names you'll recognize and other names you'll come to appreciate, along with some business insights for facing new challenges ahead. A good, absorbing read. This book is important for American business history and for your own dot.com literacy. Highly recommended. -M.J.

An effective documentary of Yahoo's History - Buy, July 21, 2002
Where does Yahoo go from here? In order to answer this effectively, it is important to understand Yahoo's history and culture, and how it arrived at today's crossroads. This book does a wonderful job of providing this information. Especially the first chapters detailing the formation of the company are very interesting. However, I rate it a 4 instead of 5 for the following reasons:

(1) In it's bid to be comprehensive about all details, the book sometimes attains the tone of a documentary rather than a gripping story (especially in chapters towards the end). And it treats all stories big and small somewhat uniformly, inlcuding the "eBay acquisition miss", and "Yahoo's inactivity during AOL's purchase of Time Warner", which in hindsight seem to be two important "mis-steps", and probably deserve a more in-depth coverage.

(2) Given the author's understanding of the subject company, and various contacts tapped for writing the book, I would have expected at the end a good, detailed discussion of what might be various prescriptions for the future. Especially since this is still a story in progress.

These points notwithstanding, the book is well worth reading by any one wishing to understand Yahoo, and the excitement caused by the internet era.

Excellent - well worth your time and money, May 3, 2002
This book is very well written, informative and entertaining. With its spectacular IPO, rocket ride to ridiculously overvalued levels - and subsequent fall to earth - Yahoo's story (oops, I forgot the !) helps explain the incredible phenomenon that was the Silicon Valley and Internet craze of 1995-2000. In many ways, Yahoo is atypical of most internet companies (they survived, for starters) in that they actually had a workable idea that was sufficently thought out. What a concept. Plus, they had first mover advantage - a crucial element behind their success. Karen Angel has really done her homework. Her book is thoroughly researched, stuffed with plenty of anecdotes and really makes you feel like a fly on the wall to Yahoo's amazing history.

Very Informative but lacks analysis, January 4, 2003
The author has used her sources effectively to delineate the Intenet boom and its subsequent fall, by describing Yahoo's growth from a Stanford trailer into a media company. She has captured the frenzy of the late 90's and takes the reader through the numerous accquisitions and investments in Silicon Valley. At the same time the book is an overkill with the excessive information provided and at times reads like an encyclopaedia with figures thrown in liberally. The fact that Yahoo hasn't cooperated with the author is evident in several places. Overall its a good read

The gripping tale from .what? to .now, June 20, 2002
Many people use Yahoo.com on a daily basis but don't really understand how the company was founded, how it ran, or how it is ran now. This book starts at its infancy and describes its peaking high in the dot com rush, and its decline into the times currently. After reading this book you really want to surf over to Yahoo and look around, to realize there are people behind the site, its more than just words and HTML. The book will give you a new outlook on a typical dot com.

Last (And This) Decade's Key Business Story in a Nutshell, May 6, 2002
As a busy professional in a brick-and-mortar field, who never followed the Internet boom and bust all that closely, I've been looking for a digestible source of insight into the substance behind the mania. In Karen Angel's "Inside Yahoo!", I've found just the ticket, at least as regards one of the key industry leaders.

"Inside Yahoo!" lucidly describes so many smart decisions made by the founders -- and the more experienced interim management team they assembled to meet the challenges of Yahoo's growth in the early years of an industry where there were no precedents -- that it works well as a casebook for a casual "MBA in a weekend" on startup strategy. Yet at the same time, the book has the pacing and human interest of a good novella. Jerry Yang in particular seem to have had the personal vision to attract (and retain the respect of) many of the brightest lights of the Internet boom, and one of Angel's achievements is in eliciting from these movers a huge number of great quotes; in particular, the insights of John Taysom, a former key Yahoo insider, into Yang and Filo's complementary styles, and their adherence to their principles, are priceless.

Angel connects the quotes with lucid, pared-down narrative that takes the reader, in bite-sized chapters that each condense one year of the company's history, from the rusty Honda civic days in a dilapidated Stanford grad school building to the sleek corporate offices and massive market cap of just a couple of years later. What comes through most strongly in the first half of the book is the influence of the founders' philosophy, grounded in the anticommercial ethos of the early online community, which lent a credibility with VC's and business partners regarding the company's respect for the user that soon translated directly into huge revenues. But Angel then brings out the inevitable compromises with traditional business practices that attended Yahoo's spectacular growth, keeping the reader cheering for the Yahoo vision to eke out a place in a world of bottomless appetite for new acquisitions, mass-media hype and insane stock valuations.

A well-researched, well-crafted book, "Inside Yahoo!" is one I recommend most highly for your summer "responsible reading" slot.

More Than a Business Book -- An Adventure Story, May 7, 2002
"Inside Yahoo!" traces the dot-com's gripping story from grass-roots beginnings to multibillion-dollar market cap. Packed with insights from insiders, the book explores the forces behind Yahoo's rapid transformation from a grad-school project into a public company beholden to investors and Wall Street -- and finally, a troubled dot-com in search of a sustainable business model. Though Yahoo's principals didn't cooperate with Angel, she captures their personalities and foibles through exhaustive interviews with former and current Yahoo employees, corporate partners and industry observers. The context she provides throughout makes the book as much a chronicle of the times -- and of Silicon Valley silliness -- as a history of one company. Ultimately, she poses the important questions about Yahoo's future and whether it can afford to stay independent.

More Than a Business Book -- An Adventure Story, May 7, 2002
"Inside Yahoo!" traces the dot-com's gripping story from grass-roots beginnings to multibillion-dollar market cap. Packed with insights from insiders, the book explores the forces behind Yahoo's rapid transformation from a grad-school project into a public company beholden to investors and Wall Street -- and finally, a troubled dot-com in search of a sustainable business model. Though Yahoo's principals didn't cooperate with Angel, she captures their personalities and foibles through exhaustive interviews with former and current Yahoo employees, corporate partners and industry observers. The context she provides throughout makes the book as much a chronicle of the times -- and of Silicon Valley silliness -- as a history of one company. Ultimately, she poses the important questions about Yahoo's future and whether it can afford to stay independent.
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