In relation to internal perspective, creating values differs among Google, Yahoo and Microsoft. Nehls says that while Yahoo is concerned with providing web-based search activities, Internet shopping, auction and email services the company is rather a provider of content and communications23. Yahoo tries to reduce costs of competing with Google, trying to increase market share and customer value. On the other hand Google is profiting most from 76 percent global market leadership and the company mainly offers the benefit of implying higher number of user visits compared to rival thereby steadily increasing attractiveness for advertisers. Nehls also indicated that through its diversification strategy, the company has acquired YouTube and Double-click and partnership with Omnicom are expected to boost its display advertising business furthermore increasing value to customer24.
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