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Chapter 9. Rod Schrock: AltaVista: From ... > Schrock's business strategy for Alta...

Schrock's business strategy for AltaVista

Taking over a company you have recommended would best sit as part of another organization - namely Yahoo - and being told to run with it as an independent company must be among the most challenging of managerial tasks. Schrock's answer was to reposition AltaVista, to try and differentiate the group - a task he continues to wrestle with:

5 hurdles… for Rod Schrock and AltaVista

  1. Much of the company's development will depend on the strategy of CMGI, AltaVista's owner.

  2. AltaVista probably has the weakest brand of the second line portals.

  3. Building visibility is a crucial test.

  4. Forging an alliance, partnership or merger with a media company would bring enormous benefits.

  5. Continuing to differentiate the AltaVista service and maintaining the momentum the new management has injected.



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