| Summary: | 碩士 === 國立臺灣大學 === 商學組 === 98 === Yahoo!Kimo (Y!K) plays a significant role in the development of Internet industry in Taiwan. It not only leads in Search, Email and News, but also has the most popular blog site Wretch (無名小站). Its e-commerce business including both C2C Auctions and B2C Shopping are competitive in the Internet service market as well. Indeed, Y!K outperforms any other Yahoo! subdidiary businesses in the world. Such a local success indeed motivates the present research.
Specifically, our research focuses on the evolutionary development of competitive strategies, organizational culture, and leadership of Y!K within the context of fast changing Internet industry in Taiwan. Based on secondary industry information covering from the year of 2000 to April of 2010 and in-depth interviews with four sernior mangers/leaders of Y!K, we are able to inductively conclude the key success factors of the Internet industry and success drivers of Y!K.
Out research revealed that the successful development of Y!K hinges upon four areas of decisions and actions, including merger and acquisition (M&A) strategy, platform strategy, ecommerce strategy and unified branding strategy. In addition, strategic leaders set clear directions and goals, supports with processes facilitating open and interactive communications in the organization so that the organization is able to overcome external obstacles and reaches its goals. Last but not the least, the management team in Y!K has excellent execution capabilities and accountability which all together make Y!K a successful contender in the Internet industry.
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