LEADERSHIP AND STRATEGIC DEVELOPMENT PROCESSES

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: 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.
https://investor.twitterinc.com/annuals-proxies.cfm
3. Twitter (2014) Annual Report 2014, Twitter, Inc.
https://investor.twitterinc.com/annuals-proxies.cfm

4. Twitter (2016) Annual Report 2015, Twitter, Inc.
https://investor.twitterinc.com/annuals-proxies.cfm

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 startup(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. All organisations have a purpose typically articulated in the form of a mission and/or vision statement. Strategy relates to the pursuit of the organisation’s purpose and goals.Using the Ashridge Sense of Mission Model analyse the case evidence to examine the argument that Twitter’s strategy show signs of a weak sense of mission.

2. Despite a recent net loss of US$107 million, Jack Dorsey, Chief Executive Officer (CEO) and Co-Founder of Twitter states on Q2 2016 results that:
“We’re making the right decisions in our products, and it gives us a foundation for future growth.”

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 agree with Jack Dorsey’s viewpoint that Twitter are in a strong strategic position to overcome the risks outlined in the 2016 Annual Report.

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
The word limit for Part A excludes appendices and bibliography. 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.

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. 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, & 4 – 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 theory 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 a list of Twitter’s strategic decisions. Once you have identified a list of these decisions in chronological order, 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, 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 strategy would be useful, followed by an in-depth discussion on which approach most closely resembles Twitter’s strategic development.

To reach conclusions on Twitter’s future strategy, you should consider the risks outlined in Twitter’s 2016 Annual Report (pg. 10-35) in relation to effectiveness of Twitter’s vision and strategy.

PART B
In Part B, write an essay on the following topic.
Essay Topic:
Critically evaluate the viewpoint that emotional intelligence competencies need to be developed in order to improve effective leadership.
10% of marks are allocated to the presentation of the essay. 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.

1. Make use of the APA referencing system and cite and reference material properly.

2. 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.

1. Examine appropriate theoretical concepts and frameworks.

2. Demonstrate an awareness of the wider context and present an in-depth discussion of current issues.
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:
1. You must refer to relevant literature throughout the essay. This can be in the form of textbooks, journal articles, or relevant web-based material.
Make use of the following databases which you may find useful in developing the essay:
? Emerald
? 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) 7
? Journal of Management Development (Available on Emerald)

 

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