Even with a complete changing of personnel, factors (eg. business model) could necessitate certain behaviours. For example, every person inside present day Goog

Even with a complete changing of personnel, factors (eg. business model) could necessitate certain behaviours. For example, every person inside present day Google could be replaced, but the behaviour of learning more about their users in order to more precisely target them with advertising wouldn't change unless they actively tried to reinvent the company. That said, I do think Microsoft are actively trying to reinvent themselves.