Twitter Case Study: Business Strategies and Decision Making Process

Running head: TWITTER CASE STUDY
Twitter Case Study
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Executive Summary:
This report is prepared to analyse and understand various business strategies of Twitter for the
last few years which have lead them to a long-term success. Twitter is a technologies company
and working in the social networking domain linking millions of people through sharing of ideas
and information. They have faced various competitive challenges in the market and taken
strategic decision to counter that competition and to become the leader in the respective segment.
In this report some of such strategies of Twitter Inc have been discussed briefly.

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Table of Contents
Introduction:....................................................................................................................................3
Business strategy analysis of Twitter in Ashridge Sense of Mission Model:..................................3
Purpose:.......................................................................................................................................4
Strategy:.......................................................................................................................................4
Behaviour Standards:...................................................................................................................5
Values:.........................................................................................................................................5
Strategic Decision making Theories:...............................................................................................7
Behavioural Decision Theory:.....................................................................................................7
Strategic and Emergent Decision making process of Twitter:....................................................7
Key Elements of Twitter’s Strategic Decision making Process:.............................................8
Conclusion:......................................................................................................................................9
References and bibliography:........................................................................................................10

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Introduction:
Twitter is a renowned technology and communication company having a global presence
and operating from their headquarter at United States. The main function of the company is to
allow their subscribers to share ideas, thoughts and views with millions of people instantly.
Unlike Facebook and other social networking business, their activities and services are quite a
different. Their main source of revenue is the advertisement in their networking site. They host
and publishes various advertisements in their social networking website which can attract
attention of a huge traffic all of a sudden. They were having a rapid growth in their business
since its initiation in the year 2006. After they came to the public for raising capital through the
IPO in the year 2013, they have experienced a slow growth in their business till 2016. In this
journey they have taken various important decisions and built various business strategies which
helped them to survive in the market and to become the market leader. Some of such strategies of
Twitter Inc have been discussed using some strategic models (Twitter Annual Report 2017).
Business strategy analysis of Twitter in Ashridge Sense of Mission Model:
Ashridge Sense of Mission Model is a type of business strategic model, which can be
used for formulating and analysing various business strategies. It explains the mission, vision
and long term objectives of the business organisation. It emphasises four key aspects of the
management, Purpose, Values, Business Strategies and Business behavioural standards. They are
having a defined objective and goals, which specifies their mission and vision, and through a
proper business strategy and behavioural values they are trying to achieve those mission and
vision of the organisation. In the following paragraphs of this report the mission and vision,