Part A
In Part A, we assess learning outcomes related to topics 1, 2, 3, 7 & 10 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 four 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 (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 start- up (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 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 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.
PART B
In Part B, we require you to write an essay on the following topic.
Essay Topic:
According to Hollander (2012), trust and loyalty are two binding elements in the leader- follower relationship. Critically examine research that explains how trust and loyalty can be established between leaders and followers. Present some examples of trust- based relationships between leaders and followers that have led to positive outcomes.