Leading Strategic Decision-Making

Part A & Part B which are both weighted.

Part A

In Part A, we assess learning outcomes related to topics 2, 3, 4 & 8 by providing you with case study information on the leadership and strategic development processes which operate within the innovative context at Twitter.

The purpose of this brief is to provide you:

- Details of the coursework assessment: background to the case and questions
- Information on presentation and submission date.
- Guidelines to assist you in answering the questions
- The assessment marking criteria and feedback sheet for Part A.

Case Study Background & Questions

Read carefully the case evidence on Twitter which is contained in the following three sources:

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, pp 371-377

2. Twitter (2013) Annual Report 2013, Twitter, Inc.

3. Twitter (2014) Annual Report 2014, Twitter, Inc.

4. Twitter (2016) Annual Report 2015, Twitter, Inc.

Each source covers a distinct period of Twitte's strategic development from start-up, to stock market listing (IPO), to growth within the internet information provider industry:

Source 1 provides a case analysis of Twitter's strategic development at start-up (2006-2011).

Source 2 reports on Twitter's strategic position having achieved an initial public offering (IPO) in 2013.

Source 3 reports on Twitter's current growth directions and future strategic choices in 2014.

Source 4 reports on Twitter's current strategic position and outlines the current risks related to Twitter and their industry in 2015-2016.

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 strategy. In relation to source 4, Twitter (2016) Annual Report 2015, Twitter, Inc., clicking on the link opens up the 2016 Annual Report , despite being labelled on the website "Annual Report 2015". This link and report is the one you are required to use. Your analysis of the Twitter Annual Reports should therefore be particularly critical in order to answer the
below questions.

Part A of your coursework assessment requires you to answer two questions:

Questions.

1. Using the Ashridge Sense of Mission Model analyse the case evidence to critically examine the argument that Twitter have created a strong sense of mission.

2. Critically review Twitter's approach to strategic decision-making and indicate to what extent you think their strategy is transferable to other organisations.

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 three 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 (2015-6). 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 comply with the following guidance:

Minimum Length: 2000 words

Maximum Length: 2500 words

Submission deadline: Friday 18th August 2017, 4pm (UK time)

The word limit for Part A excludes appendices and bibliography.

Where a submission exceeds the stated word limit the maximum grade awarded will be P1. Appendices can be useful to provide additional information from your analysis but you must incorporate the key analytical arguments into the main body of your answer.

Guidance Notes

The assessment feedback sheet at the end of this section gives the marking criteria for the overall case analysis. 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 is part of your prescribed reading for unit 2. 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 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 and your prescribed reading from Johnson et al, chapter 12.

Initially, you should commence your research by reading and examining the case evidence in order to identify Twitter's strategic decisions. Once you have identified these decisions, 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 trategy would be useful, followed by an in-depth discussion on which approach most closely resembles Twitter's strategic development. To reach conclusions on how strategic decision-making is practised at Twitter, you should also consider the transferability of Twitter's strategy by other organisations who operate in various industries.

Part A

Coursework Assessment Feedback

Leading Strategic Decision-making

Part A: Twitter Case Study Cohort:

Category Grade Comment Presentation of analysis, use of appropriate concepts, and depth of understanding of the issues raised in the case.

Critically examine the argument that Twitter have created a strong sense of mission.

Critically review Twitter's approach to strategic decision-making and indicate to what extent you think their strategy is transferable to other organisations.

Ability to reach coherent and logical arguments from the analysis, supported by case evidence.

N.B. the percentages are shown as indications of the relative importance of each section and should not be taken as a precise indication of the marking scheme.

PART B

In Part B, we require you to write an essay on the following topic.

Essay Topic

It has been argued that much leadership research over the last 50 years has focused on individual dyadic relationships between a leader and a follower.

Critically examine the role of leaders in teams. Present examples of leaders who achieved success in team situations.

Marking schedule for Part B

10% of marks are allocated to the presentation of the essay. The student's work should be typed with clear use of paragraphs and headings. Typographical and spelling errors should be avoided.

10% of marks are allocated to appropriate referencing of content. Students should familiarise themselves and make use of the APA referencing system and should cite and reference material properly. Students should make use of a range of resources (books, journal articles etc) and the literature used should be appropriate to the arguments made.

60% of marks are allocated to the analysis presented in the essay. Students should examine appropriate theoretical concepts and frameworks. Students should demonstrate an awareness of the wider context and present an in-depth discussion of current issues. Better students will demonstrate critical analysis skills and communicate their arguments in a clear and coherent manner.

20% of marks are allocated to the conclusions drawn. The conclusions should identify the key themes or issues under consideration. Conclusions should be well supported from the analysis and highlight the significance of arguments, evidence and insights

Guidance Notes on Part B

You must refer to relevant literature throughout the essay. This can be in the form of textbooks, journal articles, or relevant web-based material. Student are directed in particular to the following databases which they may find useful in developing their essay:

 LibrarySearch
 ABI Inform Complete (Proquest)
 Ingenta
 Science Direct
 Sage Online

In particular, the following journals may be helpful to you in relation to the prescribed topic:

Leadership Quarterly (Available on Science Direct)

Leadership and Organisation Development Journal (Available on ABI Inform)

Team Performance Management (Available on ABI Inform)

Journal of Management Development (Available on ABI Inform/Proquest)

Group and Organisation Management (Available on Sage Online)

You may wish to refer to relevant theory or you may wish to cite relevant research or examples to support your arguments. Remember all material cited must be referenced using the APA Referencing system.

Please remember to structure your essay appropriate. You should use headings and include an introduction, main body and conclusion/recommendations sections. A table of contents, list of tables or list of figures should not be included in the essay. Please ensure you use UK English spelling in your writing so avoid z's such as organization and use the UK English spelling of organisation instead.

Bullet points and numbered lists should be avoided in your essay with strong, well supported arguments from the literature preferred. While we do not specify a particular number of references/citations to be included, you should include at least a minimum of 15 different journal articles in your essay.

Please answer the topic posed. Your essay should NOT be a summary of leadership theories. You need to specifically address the topic and question posed.

Minimum Essay Length: 2000 words

Maximum Essay Length: 2500 words

The word count for Part B includes your entire essay, your citations and your reference list. Appendices should not be included in your Part B submission.

However, the word count does not include the cover page. The word count ranges between 2000 words and 2500 words (so please do not ask about 10% allowances related to the word count ? your full word count should fit between 2000 words and 2500 words)