Yahoo needs a CEO who can bring it back to the forefront of the tech industry.

CEOs are image of company, for better and worse

Yahoo hopes to turn around its user experience with the hiring of Google's Marissa Mayer as the new company CEO. While Mayer is the fifth company head in five years, Yahoo is confident that the former engineer has what it takes to bring the tech company back to the top of the industry.

As previously mentioned in this blog, CEOs can tarnish the image of a company through their illegal or unethical practices. Gene Morphis, former lead of Francesca's Collections, was fired after revealing private company information through his Twitter account. Yahoo's last CEO, Scott Thompson, was fired after allegations that he had elaborated on his resume.

While Yahoo is not yet a dying company, it missed the two biggest trends on the Internet recently – social networks and the move towards mobile devices as connections to entertainment and information. In addition, Yahoo's advertising share fell to 9.1 percent this year, a huge drop from 18.4 percent in 2008, according to eMarketer. That is a stark contrast to Facebook and Google this year, who stand at 16.8 percent and 16.5 percent shares of the online U.S. display ad market, respectively.

"My focus at Google has been to deliver great end-user experiences, to delight and inspire our end users," Mayer said in an interview with the New York Times. "That is what I plan to do at Yahoo, give the end user something valuable and delightful that makes them want to come to Yahoo every day."

Ensuring that the right leadership is in place is simply one small part of securing an up-to-date business continuity plan for a company. Pairing with a consultant, who is adept at aiding organizations in preparing for any situation, would also be greatly beneficial for any business, struggling or well-established.