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 Google.
The purpose of this brief is to provide you:
• Details of the coursework assessment: background to the case and questions
• Information on presentation and submission date.
• Guidelines to assist you in answering the questions
• The assessment marking criteria and feedback sheet for Part A.
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 as you will soon exceed the word limit. 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 – 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.

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