Emerging Technologies and Innovation: A Yahoo Case Study Report

This report provides a comprehensive analysis of Yahoo's strategic response to market challenges through the adoption of emerging technologies and innovation. The report begins with a background of the company, highlighting its historical context and evolution. It then explores the concept of disruptive technology, specifically focusing on Genome, a tool designed to leverage big data analytics for online advertising. A creative mind map is used to determine the solution, and the innovative components of Genome are discussed in detail. The report determines whether Genome represents sustaining or disruptive innovation, and it examines ways to measure the effectiveness of this solution. Potential difficulties and challenges associated with implementing these technologies are also discussed, and the report concludes with an assessment of the overall findings and recommendations for Yahoo. The report also includes references to the sources cited in the research.

Running head: EMERGING TECHNOLOGIES AND INNOVATION
Emerging technologies and innovation: A Case study of “Yahoo” as an
incumbent
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1EMERGING TECHNOLOGIES AND INNOVATION
Table of Contents
Introduction......................................................................................................................................2
Background of the company............................................................................................................2
Creative mind map to determine the solution..................................................................................3
Discussion on innovative and technological components of this solution......................................4
Determination of the solution (sustaining or disruptive innovation)...............................................4
Ways to measure the effectiveness of this solution.........................................................................5
Potential difficulties.........................................................................................................................6
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

2EMERGING TECHNOLOGIES AND INNOVATION
Introduction
This report is based on emerging technologies and innovation that can be incorporated as
a solution for Yahoo. The reality of the risk postured by another participant depends on three
factors the contestant's capacity to take care of its costs rapidly enough, the rate at which the
quantity of clients of the free offering is developing, and the speed with which the paying clients
are abandoning (van Rijnsoever et al., 2015). Hence, the company is facing a serious threat due
to the emergence of various other companies in the same domain in business. In this report, the
discussions are carried out on background of the company and the implementation of emerging
technology and innovation for resolving the issues being presently faced by Yahoo. Further, a
creative mind map is designed to illustrate upon the process of determining the solution. The
innovative and technological components of this solution are also discussed along with
determining the ways to measure effectiveness of the solution.
Background of the company
One of the Internet's most punctual and greatest examples of overcoming adversity,
Yahoo! started in mid-1994 as a side project of David Filo and Jerry Yang, two PhD
understudies at Stanford. The Internet was quite recently starting to detonate with Web locales
on an apparently limitless number of subjects, so Filo and Yang indexed the destinations they
enjoyed and made the rundown accessible all alone Web page. Their efficient index was
enormously well known, and in 1995 they joined their business as Yahoo!, took it open, and
progressed toward becoming multimillionaires (Kuhlmann & Ordonez-Matamoros, 2017). From
the earliest starting point the authors had driven plans to bridle and compose the as yet creating
Internet by making "the main place on the planet that anybody would need to go to discover, and

3EMERGING TECHNOLOGIES AND INNOVATION
get associated with, anything or anyone." To this end they enlisted an accomplished
administration group and set out on a forceful battle to develop the business rapidly. The
organization executed a progression of acquisitions that extended its administration offerings to
incorporate Internet radio, email, news, business-to-business trade, closeouts, and that's just the
beginning. However, the company is facing difficulties due to the emergence of various other
companies in the same domain of business.
Creative mind map to determine the solution
Figure 1: Creative Mind map for Yahoo as an incumbent
(Source: Created by Author)

4EMERGING TECHNOLOGIES AND INNOVATION
Discussion on innovative and technological components of this solution
The disruptive technology that can be considered as the solution for Yahoo to re-emerge
in the market is Genome that is basically referred to as a tool so that the online advertisers can
take advantage on the extensive experience of the company with big data analytics. The tool is
designed for helping the companies to deliver more focused online advertising along with
marketing campaigns. Genome will help the online advertisers to shift through as well as
analyzing massive amounts of gathered data related to the network of Yahoo. The tool will also
help the online advertisers in combining their own data with the data sets of Yahoo to run
analytics. This tool will eventually support the advertisers to analyze collected web data even
terabytes in real time from the network of Yahoo as well partners such as AOL. Genome is
growing as recent innovative technology which is offering the companies to perform
sophisticated analysis on their own big data. The introduction of this new technology will help
Yahoo to re-emerge in the market and gain a competitive advantage over other companies. The
marketers can make use of Genome for transforming the information of customers and gaining
insight into the actionable online media executions such that it enables them to achieve right
context as well as audiences.
Determination of the solution (sustaining or disruptive innovation)
Yahoo can utilize another device for online promoters intended to exploit the
organization's broad involvement with enormous information investigation. The device called
Genome is intended to enable organizations to convey more focused on web based promoting
and showcasing efforts (Yamagata-Lynch, Cowan & Luetkehans, 2015). Genome is planned to
end up plainly accessible in July and will give online promoters a chance to filter through and
break down gigantic measures of behavioral and publicizing related information assembled from

5EMERGING TECHNOLOGIES AND INNOVATION
Yahoo's systems. The device will likewise give sponsors a chance to acquire their own
information, squash it up with Yahoo's informational indexes and run examination on the mix.
Genome is the perfection of a technique that was set up a year ago with the show
advertisement concurrence with Microsoft and AOL. It will enable advertisers to compose and
explore the disorder of the information biological community while conveying comes about that
can fabricate mark esteem, increment change rates and develop income (Fan & Suh, 2014).
Google's administration varies from Genome in that it is intended to give projects a chance to
utilize Google framework for dissecting their own particular informational indexes for various
applications. Genome is focused on particularly at advertisers and will enable organizations to
use Yahoo's informational collections notwithstanding their own (Habtay & Holmen, 2014).
Genome is a reaction to the developing requirement for advances that can enable organizations to
oversee and investigate the enormous volumes of information coming about because of patterns,
for example, distributed computing, versatile processing, online networking and globalization.
In the course of recent years or something like that, scores of new businesses have
developed up with apparatuses to enable organizations to run business knowledge, information
examination and prescient investigation applications against huge informational indexes. By and
large, organizations have been executing these devices all alone (Frisk, 2016). With Genome,
Internet organizations, for example, Yahoo can convey instruments and administrations that
endeavors can without investing in their own particular foundation.
Ways to measure the effectiveness of this solution
Two classes of problematic advancements are by and large watched. One dislodges an
occupant innovation in a stage progress, amid which clients embrace the new innovation over

6EMERGING TECHNOLOGIES AND INNOVATION
some undefined time frame. An inferior of problematic innovations makes another market or
ability where none had beforehand existed. With history as a guide, a few ascribes appear to
check the introduction of numerous troublesome advancements. To begin with, there is an
intermittence when a key factor is plotted against time (Weaver, 2017). The key factor could be
execution, fetched, unwavering quality, appropriation rate, or any of various attributes that
generally depict an innovation. The intermittence might be identified with another application
range and not to an adjustment in the innovation itself. Bringing a set up innovation into another
application can be troublesome inside that application notwithstanding when the innovation itself
is well worn. Another quality that ought to be considered while recognizing problematic
advancements identifies with their effect on different innovations.
The inspiration to survey the improvement system by techniques for ace conclusions is
that it is unfathomable right now to only evaluate a headway structure in light of quantitative
criteria. The reason behind this is advances and regions are exceptional in connection to each
other and that it is hard to describe a perfect plan of the improvement system (Campbell &
Ivanova, 2013). Accordingly, benchmarking progression systems is troublesome; what works in
one country may not work in another country. Also, the progression of an advancement structure
every now and again depends decidedly on the resistance in various parts of the world and all the
time has astoundingly development specific stream. For a couple of developments essentially
more R&D financing is vital than for others. Along these lines, the best way to deal with study
the working of the improvement structure is by including a sufficient measure of authorities in
the evaluation.

7EMERGING TECHNOLOGIES AND INNOVATION
Potential difficulties
The opportunity cost of not putting resources into innovation could be immense.
Whichever approach financial specialists take, troublesome advancements could disastrously
affect speculation portfolios as entire areas are in danger of out of date quality. Dynamic
contributing is ostensibly more qualified to this test as innovatively helpless calamities can be
evaded for littler organizations (Schlesinger & Rahman, 2016). In straightforward terms,
detached financial specialists risk holding an arrangement of channel administrators similarly as
the railroad organizations are going to take off. While this is not the place to rerun the dynamic
versus latent verbal confrontation, dynamic portfolios would more be able to effectively put
resources into the pioneers of tomorrow. Enormous information is a kind of supercomputing for
business endeavors and governments that will make it conceivable to screen a pandemic as it
happens, foresee where the following bank burglary will happen, streamline fast food supply
chains, anticipate voter conduct on race day, and estimate the unpredictability of political
uprisings while they are occurring.
The course of monetary history will change when, not if, crooks stand up their Hadoop
bunches. Business supercomputing started with web organizations working at worldwide scale
that expected to process regularly expanding quantities of clients and their information. Be that
as it may, they expected to do this rapidly and financially as it were, reasonably at scale. This is
business supercomputing known as large information (Hui & Lee, 2017). Enormous information
will convey troublesome changes to associations and merchants, and will reach a long ways past
systems of companions to the interpersonal organization that incorporates the planet. In any case,
with those progressions come conceivable outcomes. Huge information is not recently this

8EMERGING TECHNOLOGIES AND INNOVATION
current season's popular hemline; it is an absolute necessity have piece that will keep going for
generations.
Conclusion
From the overall discussions it has been identified that the reality of the risk postured by
another participant relies on three factors the contestant's capacity to take care of its costs rapidly
enough, the rate at which the quantity of clients of the free offering is developing, and the speed
with which the paying clients are abandoning. The issues being confronted by Yahoo to develop
in the new market can be settled with the assistance of Genome which is another instrument for
online promoters intended to exploit the organization's broad involvement with huge information
examination. In the course of recent years or thereabouts, scores of new businesses have risen up
with apparatuses to enable organizations to run business insight, information examination and
prescient investigation applications against enormous informational indexes.

9EMERGING TECHNOLOGIES AND INNOVATION
References
Campbell, T. A., & Ivanova, O. S. (2013). Additive manufacturing as a disruptive technology:
Implications of three-dimensional printing. Technology & Innovation, 15(1), 67-79.
Fan, L., & Suh, Y. H. (2014). Why do users switch to a disruptive technology? An empirical
study based on expectation-disconfirmation theory. Information & Management, 51(2),
240-248.
Frisk, M. (2016). Disruptive technology. Science, 351(6268), 37-38.
Habtay, S. R., & Holmén, M. (2014). Incumbents’ responses to disruptive business model
innovation: The moderating role of technology vs. market-driven
innovation. International Journal of Entrepreneurship and Innovation Management
11, 18(4), 289-309.
Hui, D. S., & Lee, R. (2017). Scan, plan, print, practice, perform: A disruptive technology?.
Kuhlmann, S., & Ordóñez-Matamoros, G. (Eds.). (2017). Research Handbook on Innovation
Governance for Emerging Economies: Towards Better Models. Edward Elgar Publishing.
Narula, R. (2014). Globalization and technology: Interdependence, innovation systems and
industrial policy. John Wiley & Sons.
Palo, T., & Tähtinen, J. (2013). Networked business model development for emerging
technology-based services. Industrial Marketing Management, 42(5), 773-782.
Schlesinger, P. A., & Rahman, N. (2016). Self-service business intelligence resulting in
disruptive technology. Journal of Computer Information Systems, 56(1), 11-21.

10EMERGING TECHNOLOGIES AND INNOVATION
van Rijnsoever, F. J., van den Berg, J., Koch, J., & Hekkert, M. P. (2015). Smart innovation
policy: How network position and project composition affect the diversity of an emerging
technology. Research Policy, 44(5), 1094-1107.
Weaver, D. F. (2017). Disruptive technology disorder A past, present, and future neurologic
syndrome. Neurology, 89(4), 395-398.
Yamagata-Lynch, L. C., Cowan, J., & Luetkehans, L. M. (2015). Transforming disruptive
technology into sustainable technology: understanding the front-end design of an online
program at a brick-and-mortar university. The Internet and Higher Education, 26, 10-18.