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 Google.

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, pages 371-377
2. Twitter (2013) Annual Report 2013, Twitter, Inc.

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

Each source covers a distinct period of Twitter'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.

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. 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 and interpret the case evidence to determine Twitter's sense of mission.

2. Examine Twitter's strategic decisions to date and indicate which theoretical approach best reflects their strategic development, and make recommendations for future growth.

Both questions are equally weighed and you should review how grading is allocated in the Coursework Feedback Sheet on page 5.

Maximum Length: 2500 words

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 emergent strategy 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 identify strategic options and make recommendations for future growth.