Contents
This report is based on the following case sources - - Read carefully the case evidence on Twitter which is contained in the following four sources:
- 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
- Twitter (2016) Annual Report 2015, Twitter, Inc.
- Twitter (2017) Annual Report 2016, Twitter, Inc.
- 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 Reports should therefore be particularly critical in order to answer the below questions.
Description
This paper answers the following questions -
Questions
• 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.
• 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.
