Questions
1. Using the Ashridge Sense of Mission Model analyse the case evidence to interpret whether Twitter’s strategy show signs of a weak or strong sense of mission.

2. Using relevant strategic decision-making theory, analyse Twitter’s existing strategic decisions to interpret if Twitter have pursued a deliberate or emergent strategy. In your answer, discuss to what extent you believe Twitter have built and sustained a long-term competitive advantage.

Case Study Background
Read carefully the case evidence on Twitter which is contained in the following four
Sources (see attachments):
1. Mark, K. & Parker, S. (2011) Twitter extracted from:
Ireland, R.D., Hoskisson, R. E., & Hitt, M.A. (2013) The Management of
Strategy: Concepts and Cases, 10th International Edition, South-Western,
Cengage Learning, pages 371-377
2. Twitter (2016) Annual Report 2015, Twitter, Inc.
3. Twitter (2017) Annual Report 2016, Twitter, Inc.
4. Twitter (2018) Annual Report 2017, Twitter, Inc.
Each source covers a distinct period of Twitter’s strategic development from start-up through achievement of stock market listing (IPO) to further development of the platform in the times of growing competition and online safety risks to users.
• Source 1 provides a case analysis of Twitter’s strategic development at startup (2006-2011).
• Source 2 reports on Twitter’s strategic position and outlines the risks after achieving stock market listing (IPO) and presents remaining challenges related to Twitter and their industry in 2015.
• Source 3 reports on Twitter’s strategic position encompassing strategies to respond to growing risks and competition in 2016
• Source 4 reports on Twitter’s current growth directions in 2017, increasing Twitter’s users’ online safety and further future strategic choices in 2018.
All sources provide insights into the leadership, strategy and innovation practices within Twitter. Source 1 critiques Twitter’s origins, current business model and future strategic choices, whereas sources 2 and 3 provide a corporate account on Twitter’s mission, values, along with the content and direction of their strategic positions and future strategies for the given years. Source 4 provides a corporate account on Twitter’s current strategic position and warns of the risks the business currently faces. Your analysis of the Twitter Annual
Guidance Notes
Remember, in writing your solution to the questions you must not describe what the case says but use the concepts to analyse the information and use the evidence/facts in the case to support your analysis. Question 1 asks you to critically review if Twitter has achieved a strong sense of mission. The question specifically asks you to use the Ashridge Sense of Mission model which part of your prescribed reading. Specifically you should apply and discuss the four elements of mission (Ashridge model) to Twitter.
When considering purpose and strategy, you should analyse the case evidence on mission, values and strategy. When doing this avoid being overly descriptive on the content of Twitter’s strategy as you will soon exceed the word limit. Attempt to develop arguments and, if necessary, include supporting details in appendices. More crucially, you must address the central issue in the question of how the fifth element, a sense of mission, is achieved through the alignment of the employees’ personal values with the organisation’s identity and values. In doing this, consider the role played by the leadership and management approach at Twitter – particularly discussed in sources 2, 3, & 4 – to integrate the elements of mission, behavioural standards and values of the organisation, with those of the employees. You will also need to evaluate Twitter’s mission based on the company’s recent expansion and strategic developments to express and justify your opinion on whether Twitter have a achieved a strong sense of mission.
To answer question 2 you will need to write a short essay by drawing on your learning of strategic decision-making theory and your prescribed reading from Johnson et al, chapter 12. (● Explain what is meant by intended and emergent strategy development. ● Identify intended processes of strategy development in organisations including: the role of strategic leadership, strategic planning systems and externally imposed strategy. ● Identify processes that give rise to emergent strategy development such as: logical incrementalism, political processes, the influence of prior decisions and organisational systems. ● Explain some of the challenges managers face in strategy development including: managing multiple strategy processes, strategy development in different contexts and managing intended and emergent strategy.)
Initially, you should commence your research by reading and examining the case evidence in order to identify a list of Twitter’s strategic decisions. Once you have identified a list of these decisions in chronological order, your essay discussion should focus on how this decision-making relates to deliberate and/or emergent forms of strategy development. When doing this avoid being overly descriptive on the content of these decisions. Instead, you should ensure that the use the relevant theory to structure your discussion of case evidence. To develop your arguments further, a brief distinction between deliberate and intended strategy would be useful, followed by an in-depth discussion on which approach most closely resembles Twitter’s strategic development. To reach conclusions on Twitter’s competitive advantage, you should consider the sources of their competitive advantage (e.g. cost leadership, differentiation, focus etc.) and whether this has been sustained (e.g. through various types of isolating mechanisms).

Coursework Feedback
Presentation of analysis, use of appropriate concepts, and depth of understanding of the issues raised in the case. (10%)
Critically examine Twitter’s sense of mission using the Ashridge Model. (35%)
Analyse Twitter’s existing strategic decisions to interpret if Twitter have pursued a deliberate or emergent strategy (35%)
Ability to reach coherent and logical arguments from the analysis, supported by case evidence. (20%)

Presentation
The assessment in Part A is a case analysis and you should note that case analysis is not a conceptual explanation or discussion but the application of concepts and frameworks to interpret the case information, analyse key events and statements, and reach evaluative judgements. The concepts and frameworks are covered in the workshops and prescribed reading and the guidance below gives you a few pointers on how you need to use this knowledge to answer the questions. In developing your analysis and arguments, you should use supporting evidence from the information contained in the case studies. Your answers must only be derived from the information on Twitter contained in the four case evidence sources listed above. You are not required to consult other sources on Twitter or go beyond the end date of the fourth source (2017). The reason for this is that your analysis and evaluation is being assessed at this point in the organisation’s development and not in the light of subsequent events. As a result, you should not include references on Twitter from the internet or other sources. In terms of presentation, introduce each question indicating how you will structure your answer and conclude each answer with reference to your preceding arguments and the task required by the question. Do not present your answer in rigid report format but you may wish to divide your answer into sections which reflect the major elements of your analysis.

***The combined word count of your answers to both questions must be 2000 words (1000 words for each question) and comply with the guidance provided. The word limit for Part A excludes the cover page, reference list and appendices.

*** References – to include 10 Journal articles an 10 other references