MISSION INTANGIBLE

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MISSION:INTANGIBLE, the blog of the Intangible Asset Finance Society, offers critical comments on intangible asset, corporate reputation, and finance; supplemented by quantitative reputation metrics. Intangible assets include business processes, patents, trademarks; reputations for ethics and integrity; quality, safety, sustainability, security, and resilience; and comprise 70% of the average company's value. MISSION:INTANGIBLE is a registered trademark of the Intangible Asset Finance Society.

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Yahoo: Celebrating

C. HUYGENS - Saturday, July 21, 2012
Marissa Ann Mayer is an American business executive and the president and CEO of Yahoo!. Previously, she was a long-time executive and key spokesperson for Google. She is the youngest CEO of a Fortune 500 company. That's the short story according to Wikipedia, the top ranking return today for both Google-branded and Yahoo-branded searches on Mayer. Mashable's poll, a distinctly non-scientific process of some 7500 opinions, reports that "88% of people feel Yahoo made the right decision in choosing Mayer as its new chief." So do the Steel City Re reputation metrics.

The reputation rank is up and climbing; volatility is up but less than peers. Vital signs all look favorable. Reputation value trend directions are positive. Economic returns are significantly up relative to the median return of the peer group. In short, there appears to be an ongoing widespread expectations of better things to come at Yahoo! -- a trend reinforced, but not started, by newly appointed CEO Mayer.


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