Management 7: Strategic Decision-Making and Leadership at Twitter

This report provides a comprehensive analysis of Twitter's leadership and strategic decision-making processes, grounded in the Ashridge Sense of Mission model and Snyder's theory of decision-making. The report examines Twitter's mission, strategy, values, and behavioral standards, evaluating their alignment with the Ashridge model's four key components. It explores the application of Snyder's theory to Twitter's strategic choices, considering factors like cost leadership and differentiation. The analysis assesses Twitter's competitive advantages and how these strategies contribute to its business model, including the use of technology and user engagement. Furthermore, the report discusses the extent to which Twitter's strategies are transferable to other enterprises, concluding with an evaluation of the company's mission achievement based on its contemporary development and strategic progress. The report utilizes case study information from various sources, including Twitter's annual reports and academic research, to provide a detailed overview of the company's strategic journey.

Running Head: MANAGEMENT 0
Leading Strategic Decision MakinG

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Part A
The Ashridge Sense of Mission model
Ashridge Strategic Management Research Center established the Ashridge Mission
Model for the businesses in stating their mission declaration with the support of four key
scopes comprises of strategy, purpose, value and behavioural standards (Duh, Belak &
Milfelner, 2010). The enterprise believing in a strong mission must encompass all these key
aspects into their system. These four components can be adopted to evaluate whether the
Twitter mission and it's business model have a strong or weaker strategic path. Considering
the mission statement of Twitter, it can be said that the company has a robust mission
presentation while stating all the significant components of mission (Ashridge model) to
Twitter.
Purpose
In context of the Ashridge model, this research discovers to provide key explanations
of various particular questions relating to the objective of establishing the organisation. It
also looks to evaluate how the models will create various advantage to the management of
Twitter and its concerned staffs comprising the key reason why the enterprise exists.
The corporate outline of the organisation discovers to respond to the question of the
existent of the enterprise (Kimbrough & Componation, 2009). This report outlines the main
mission of Twitter and requisite for presence is attached to the requirement to offer
individuals the power to interpret data in a reliable and quick means regardless of location
and distance (Twitter, 2018). Twitter offers services to a larger market around the world and
the key customers of the company comprise those segment who require communicating
information relating to various topics of their knowledge and interest areas (Jansen et al,
2009). This platform grounded on Twitter also used by advertisers as the information
communicated can be used to extent to a larger total of population across the globe and at
the same time.

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Strategy
Twitter achieve its ultimate enterprise constituents that must be set in place to attain
the mission (Mark & Parker, 2013). However, there are some important principles needs to
be considered by the company to emerge as the best. Some significant strategies also
include how to raise marketplace availability for the products offered by Twitter. It provides a
direction of how things will be achieved relating to target market group, pricing, placing,
producing and promotion.
The management of Twitter has capitalized on various technological advances,
research and development to improve effectiveness in service delivery. This effectiveness
and efficiency can be attained with building of foundational data direction that improves
information transfer from one point of the server to another (Mark & Parker, 2013). A real
time architecture for transferring of data was also installed by Twitter allow data to be
communicated rapidly. The organisation moreover include a software set that enables
continuous up gradation of the application component of the system.
Values
Twitter values and philosophies state its various fundamental belief and moral
principles that constitute a key strength of the firm culture. These values hold by the
company help in engaging business amid many divisions of the organisation. The company
also laids numerous efforts on truth as a quality which encourage well ethics in work. This
helps in improvement with collaboration and teamwork within the organisation thus promotes
overall performance of the firm.
Behavioural standards
For the right direction to the management and people, the Twitter management has
grounded various policies, standards, strategies and behavioural guidelines. In addition,
significant strategies are also adopted comprising user-friendly online platforms to remain
competitive in the market and also the best web communication stands (Mark & Parker,
2013). The organisation has interpreted its guidelines into useful executable practices by
allowing staff to improve the promotion of moral principles together with ethical corporate
actions.

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Exploration of the case sign on values, mission and tactic
With its ambitious mission, the company has reached to above 1 billion users
internationally to increase its current revenue projections to over $1 billion (Twitter, 2016).
They not only plan to gain new users but also focused on retaining old users with ensuring
creating an effective stand for commitment. The enterprise has also got on an objective to
gain greater number of marketers and raising their expenditure, raise income and have
greater sound financial performance with increasing technical competence of the many
constituents obtaining new resources and move in fresher marketplaces.
The case sign of the organisation standards can be comprehended in the
organisation reports in many contexts. The value sort from the behaviour of workforce,
emphasis of administration on marketing the goods of the company, stating financial and
standards regulations. The workforces of the enterprise are anticipated to take out their
operations in relation to the top practice in extent with business administration tactics. There
is also need for a proficient working environment in which they provide direction and
leadership to all the other personnel’s. At last, the organisation management has introduced
a financial reporting practices that in relation using the necessities by GAAP.
Various necessities such as reach out to international audience put administration
emphasis on enhancing and building a robust stand for individuals and it is also important for
employees and management to extent out to build a more efficient and accessible corporate
model (Mark & Parker, 2013). Strengthening organisation core competency, marketing of
supply of new web sources and decrease in the blockades to content consumption are
several of the strategic missions which the enterprise requires to attain by the personnel link.
How the sense of mission is attained with placement of the workforce individual value
in relation with enterprise values and individuality.
Twitter management states a significant part to evaluate whether there are a vital
administration attention and understanding of the objective of the massive enterprise. This
also includes four key goals to show comprising of building and go on with execution of the
mission, execution and synchronisation of values and behaviour ideals within the enterprise
with the workforce activities (Twitter, 2018).
Some significant performance guidelines were also undertaken by Twitter so that to
assimilate the organisation mission with the staff performance help in giving particular role to
employees to meet the performance standards of the enterprise. It was always expected that
the workforce will encourage consumer care initiatives and provides rapid services and
delivery guidelines (Mark & Parker, 2013). As per the business report 2016, it was also

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identified that management emphasis on many ways to encourage higher behavioural
standards with the workforce towards achievement of mission statement of the corporate. It
was also indicated about expectations of workforce in meeting the above requirements
comprising corporate practices and standardisation of the global employee conduct.
At last, the management also makes sure that the accomplishment of the practices
and values of the organisation that are achieved and tracked, but within the laid down
standards and procedures (Twitter, 2017). A team of individuals are also employed by the
management to implement web designing procedures. This will help in enhancing customer
relationship and raise the service quality provided.
Assessment of mission of Twitter’s founded on the business’s contemporary
development and 4 strategic signs of progress
In the limelight of above assessment with integration with firm recent expansion, it
can be said that a strong sense of mission is achieved partially by Twitter. The Twitter
expansion plan has been grounded on the focus of the management on various particular
development areas. Firstly, the enterprise has been able to considerably increase the
number of individuals to their stand and by 2030, it is projected that the firm will be able to
have attained the objective of gaining about 1 billion users (Twitter, 2016). There is also a
steady rise in revenue of the firm while evaluating the financial performance which
represents one of the key mission it seeks to achieve. In last few years, Twitter management
also looks for improvement in the enterprise accessibility with focusing strong expansion
prospects within segments that in past not has access to online and internet sharing
platforms. The extension idea has also comprised of refining the firm asset base, a fact
which has considerably been attained. However, the company still needs a long term plan
for improving global accessibility despite many achievements and thus attract more users to
the platforms.

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Snyder’s theory of Decision-making
In supporting the strategic decisions, the reading of the Twitter case may be attained
with the exploration of many theories related to decision making. Considering key relevant
theories, Snyder’s theory of decision making can be proved as critical in this study as the
process of decision making under this sort of theory will be subject on a critical examination
of the state comprising at all critical factors prior approaching up to the final conclusion.
According to this theory, providing a dynamic process is also important in encouraging the
essential decision making tool (Twitter, 2018). As per author observation, it also states about
vital role that is being undertaken through the process of decision making in any business
firm may not be disregarded.
There are various means by which one can see the use of this model in the process
of decision making having significant impact over Twitter strategic decision. Firstly, the policy
making method can be adopted with the procedure of attaining the significant information
and promoting significant participation of the many roots of decision making (Twitter, 2016).
The necessity for organisation development may be attained with the help of adequate
decision making stand, empowered amid review mediums as stated by the model. In
addition, for achieving to administer extension and development practices, Twitter
administration would involve all the supervisors in relation to their philosophies and
involvement of notions.
The bases of competitive benefit of Twitter and whether they have been continued
Cost leadership
The business has been promoting higher consumer subscription onto their websites
by cost leadership. For subscription on Twitter, there are no fees charged by the firm as
there will be only a need for web source which helps in accessing online content. Hence,
more users become part of Twitter platform due to lowered accessibility (Mark & Parker,
2013). In addition, those individuals who are looking for advertising services on this platform
have just to pay small amount for getting such services. As compared to other online
platform, this feed is lower and thus allow them an economy of scale.
Differentiation

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It is not easy to diversify for a technology firm offering online communication
services. However, through various means differentiation is possible while accessing Twitter
page by the user on internet.
Focus
This strategy is being focused by company undertaking significant corporate
strategies of the establishment of web communication services. The Twitter management
has capitalised in the development and research and expansion of the platform and this
approach allow management to raise more accessibility amid users.
To what extent –
In my opinion, Twitter strategy is transferable to other enterprise where they need to
follow Twitter footsteps and adopts the Ashridge model as it could enhance process of
decision making which could develop excellent productivity for them and thus build a high
reputation for their firm. It will also increase sales and customers and set an example for
other enterprises. It was also seen that due to the fast progress of Twitter and its users,
there is various number of investors seeking continuous investment in the business and it
may open the eyes of other firms.
In conclusion, it can be said that there are various factors on which business
profitability is being defined. It was seen above that Twitter has grown massively which the
increasing number of investors as well as followers in their firm.

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References
Duh, M., Belak, J., & Milfelner, B. (2010). Core values, culture and ethical climate as
constitutional elements of ethical behaviour: Exploring differences between family
and non-family enterprises. Journal of business ethics, 97(3), 473-489.
Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as
electronic word of mouth. Journal of the American society for information science
and technology, 60(11), 2169-2188.
Kimbrough, R. L., & Componation, P. J. (2009). The relationship between organizational
culture and enterprise risk management. Engineering Management Journal, 21(2),
18-26.
Mark, K., & Parker, S. (2013) "Case 26: Twitter" from Ireland, R. Duane et al, The
management of strategy: concepts and cases pp.371-377, United States: Cengage
Learning.
Twitter. (2016). ANNUAL REPORT 2016. Retrieved from
https://s22.q4cdn.com/826641620/files/doc_financials/ar/FiscalYR2015_Twitter_Ann
ual_Report.pdf
Twitter. (2017). ANNUAL REPORT 2017. Retrieved from
https://s22.q4cdn.com/826641620/files/doc_financials/ar/AnnualReport2017.pdf
Twitter. (2018). ANNUAL REPORT 2018. Retrieved from
https://s22.q4cdn.com/826641620/files/doc_financials/ar/2018/AnnualReport2018.pdf