For instance, in the early days of internet portals,
at least two business models competed for legitimacy. Some firms, including Lycos and Infoseek, saw themselves as high-tech competitors in a technology industry. Others, including Yahoo, viewed themselves as media companies; this group was especially
proactive about communicating with industry stakeholders. The alternative representations competed for attention and resources. Ultimately, external stakeholders—financial analysts, specialized press, potential customers, and so on—endorsed the media representation. As a result, most companies in the business started to compete as media companies.