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Analyst questions Yahoo!’s choice

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Is Marissa Mayer the right choice for Yahoo!? According to Forrester analyst Shar VanBoskirk, the answer could be no.

“Yahoo!’s fundamental problem is that it has too many disparate products with no clear unifying thread that ties them all together,” says VanBosnick. “And Mayer’s background is in product development … not corporate strategy, not marketing, not brand definition … the areas where Yahoo! has the most critical need.”

Van Boskirk’s blog post continues: “Mayer’s appointment signals a shift in Yahoo!’s strategy toward individual product promotion, when what’s needed is a clear strategic vision.”
However, VanBoskirk concedes that Mayer could be the right chouce for Yahoo! if she could:

* Define a clear vision for the Yahoo! brand.

* Get rid of extraneous Yahoo! products that have nothing to do with that vision.

* Market the new vision clearly so that business and consumer customers know what Yahoo! is and why to use it.