Twitter Case Study

Running head: TWITTER CASE STUDY
Twitter Case Study
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Table of Contents
Answer to question 1:......................................................................................................................2
Introduction to the case study:.....................................................................................................2
Analysis of Twitter’s business strategies in Ashridge Sense of Mission Model:........................2
Purpose:...................................................................................................................................3
Strategy:...................................................................................................................................3
Behaviour Standards:...............................................................................................................4
Values:.....................................................................................................................................4
Twitter’s Business strategies and signs of weak or strong sense:...........................................5
Answer to question 2:......................................................................................................................6
Strategic Decision making Theories:...........................................................................................6
Behavioural Decision Theory:.....................................................................................................6
Strategic and Emergent Decision making process of Twitter:....................................................7
Key Elements of Twitter’s Strategic Decision making Process:.................................................7
Conclusion:....................................................................................................................................10
References and bibliography:........................................................................................................11

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Answer to question 1:
Introduction to the case study:
Twitter is a renowned company in the technology and social networking industry,
operating globally having their Headquarter in United States. They allow their users to post news
and messages as tweets and to interact with their followers over the internet. Their social
networking services are different from other social networking businesses, but their revenue
generating process is remains the same as others. They are generating revenues through hosting
advertisements (investor.twitterinc.com, 2019). Since its creation in 2006, Twitter Inc was
experiencing a rapid growth rate in their business. In 2013, they enlisted them with US stock
exchange and raised capital through initial public offering of their shares. In 2015, they were
experiencing a slow growth and decrease in their market share (Ireland, Hokisson & Hitt 2011).
Their efficient business strategies helped them to overcome those situations and to be in
competition till now. Their business strategies can be analyzed in the following two strategic
decision making model.
Analysis of Twitter’s business strategies in Ashridge Sense of Mission Model:
Ashridge Sense of Mission Model is a strategy analysis model, which explains the
mission and vision statement of an organisation. It breaks the overall strategy of the business into
four perspective, Purpose, Strategy, Values and behaviour standards. It explains the basic
purpose of the establishment and existence of a company. It helps in establishing a company’s
values and beliefs and behavioural standards to achieve the objective of the company (Adam
2016). Behind the remarkable success of the Twitter Inc, their strategic decisions played a vital
role in time to time. Their mission and vision statements can be analyzed in the Ashridge sense

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of mission model from the following four perspectives to better understand their mission, vision
and their respective strategies to achieve their mission.
Purpose:
Every profit business organisation and non-profit making organisations are having some
basic purpose for which they have been established in the society. It implies the purpose of their
existence. The main purpose of Twitter Inc is to empower people and make them aware about a
new product, services or any political or other news. On the other hand, profit is the main driving
force for every business origination. Twitter Inc’s main source of income is the charges received
from their clients for hosting advertisements in their social networking platform, where huge
crowed is being gathered by various marketing strategies. Therefore, revenue generation or profit
making becomes their one more objective. They make any news or tweet viral through paid
promotional activities to gather huge traffic and communicate information to millions of people
at a time. Therefore their purpose and objectives are well defined very specific, and strive to
achieve those through strategic and operational efficiency.
Strategy:
Strategy means a combination of alternative decisions and plans, which helps an
organisation to be efficient and to compete in the market to achieve their respective
organisational goals. Twitter Inc’s mission statement focuses on giving access to everyone to
create and share innovative and new ideas instantly without any restriction or barrier. Perfect
mobility and accessibility of news, information and views is their main objective around which
they build up their strategies. Their strategies, always strive to materialise their mission and
vision statements. Since 2009, their numbers of subscribers have been growing steadily and
rapidly, but still they were unable to make adequate amount of profit. To overcome the situation,