Keywords: Core purpose
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Case Studies
Case Provider: The CASE Journal
The CASE Journal (2022) 18 (1): 34–54.
Published: 30 September 2021
..., exhibited a roller coaster trajectory in its stock price and, for the most part of its existence, played “catch-up” with its strategic competitors. It has also struggled to define its core purpose, its industry category and its very essence of being. In early 2016, CEO Marissa Mayer announced that Yahoo...

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