Contents

• Introduction 3
• Twitter’s mission statement and vision 3
• Analyzing Twitter mission statement using Ashridge Sense of Mission Model 4
• Ashridge Sense of Mission Model 5
• Twitter’s approach to strategic decision making 9
• Recommendation 10
• Conclusion 11
• Reference 12

Description

This report is based on the following requirement -
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.
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 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. As a strategy consultant to Twitter, use Campbell & Yeung’s (1991) Ashridge Model to advise the board on the relevance of Twitter’s current mission and its effectiveness in achieving a “strong sense of mission”
2. Evaluate Twitter’s approach to strategic decision-making and indicate to what extent you think their strategy has been a success to date, and based on your evaluation, make recommendations for future growth.