Discuss About The Mission Organisational Culture Perspective.
The multinational web-based organization Twitter was established in the year 2006 by Jack Dorsey, Noah Glass, Biz Stone and Evan Williams. Twitter mainly operates by providing a platform related to social-networking and sharing of news. The headquarters of the organization is located in San Francisco in the United States. The service that was provided by the organization had become quite popular in 2012 and the number of users was found to be more than 100 million. The speed of the growth of Twitter had become quite high between the years 2011 and 2014 (Ken & Simon, 2013).
Twitter went on to acquire more organizations during the years of its operations and further launched many apps which was linked to the main platform. The organizations which were acquired by Twitter was a video clip manufacturing company called Vine. The Music App of Twitter was also launched during this time. Another major organization that was acquired by Twitter in 2013 was Crashlytics. The registration of Twitter with the U.S. Securities and Exchange Commission was also announced in 2013, following which the Initial Public Offering or IPO was filed by the company. The other organizations that were acquired by Twitter in this year were Periscope and Niche (Twitter_2013_Annual_Report_-_FINAL.pdf. 2018).
As implied by the Ashridge Mission Model, the organization needs to have a unique purpose which enables Twitter to distinguish its operations from the other organizations. This model further identifies the various scope of the operations of an organization related to the services or products and the market terms. The mission of the organization is mainly to empower the various users so that they can create and further share their personal ideas and the knowledge that they possess without any constraints. The major factor that helps Twitter to become one of the greatest revenue producing internet organization are the strategies that are provided by Ashridge Mission Model (Babnik et al., 2014).
The organization mainly distributes the products by sharing information. This has helped Twitter to satisfy the investors which has in turn resulted in the growth of stock price. The major objective of Twitter is related to the maximization of the values on a long-term basis of the employees, stakeholders, users and the suppliers. According to the values of the model, the values and the mission of the organization needs to be aligned with the personal values of the employees (Babnik et al., 2014).
The organization mainly adheres to the rules and policies that are set and it is known for observing high ethics related standards. The strong sense of Twitter related to its mission has enabled the organization to think in a clear way. The organization develops new strategies and the analyses the existing mission to keep pace with the fast developing world of internet, The Ashridge Mission Model and the four elements of this mode have been followed and incorporated by Twitter (Ken & Simon, 2013).
The major purpose of Twitter has been to become beneficial for the stakeholders and to never exploit them for their personal interest. The strategic decisions taken by Twitter are mainly governed by the potential impact of these decisions on the returns of the shareholders. The ideal organizations are able to attract the employees and retain them in an effective manner (Twitter_Annual_Report_2014.pdf. 2018).
The strategy that has been formulated by Twitter is related to the commercial logic of the organization. This links behaviour with purpose in ways which are logical in nature. Twitter has become a leader in its specific domain on an international platform. The major strategy of the organization is therefore related to the ways by which it competes in the position which it has planned to hold. The competitive advantage that is enjoyed by the company is also related to the strategy (Twitter_Annual_Report_2014.pdf. 2018).
The employees working in Twitter feel proud about the purpose of the organization as they believe in the open exchange of the knowledge so that a positive impact can be created. The main commitment of the organization is related to equality and the safety of internet which enables the employees to express their opinions in a free manner. The organization mainly collaborates with the NGOs so that the accessibility of internet can be increased and internet can be used in a proper way. The company also sponsors many services and programs during the time of a disaster (Twitter_2013_Annual_Report_-_FINAL.pdf. 2018).
The strategy and purpose of an organization are able to serve the employees and provide them with satisfaction. The organization has always delivered information to employees and the users in an honest manner. The company has been revising the rules and policies in a constant manner and the employees are able to provide their personal opinions regarding the changes that are made in the organizational methods (Twitter_2013_Annual_Report_-_FINAL.pdf. 2018).
The last element of Ashridge model mainly suggests the significance of the alignment of personal values of employees with that of the organization. The employees of Twitter are linked with the values of the organization. The main point that is stated by the values defined by Twitter is the freedom that is provided to the employees to express themselves and further leave their impact on the world. Twitter operates in an innovative manner where the employees are free to provide their opinions and grow in their personal areas. Twitter provides huge importance to the passionate employees and their personalities. The employees have a curious nature and are creative as well. The creativity and passion of the employees help Twitter to align the values that are set by the organization with that of the employees.
The annual report of Twitter based on the year 2013 has stated that the organization had planned for expansion of the international operations so that they are able to increase their user base. The main importance was given by Twitter to the advertising related services. These services have been helpful in helping the various advertisers so that they are to interact with the potential customers in a direct manner. The international operations of the organization can be increased so that the number of the users can also be increased. This can further increase the revenues of the organization in the market. The advertisers of the organization also have to face high levels of competition (Twitter_2013_Annual_Report_-_FINAL.pdf. 2018).
The user base of Twitter and the base of the advertisers of the organization has also increased in 2014. The increase has been observed in the international users of the company. The international users of Twitter are from countries like, Argentina, Brazil, France, Germany, India and Japan. The international customer base of these regions have shown huge growth in the recent times. The competition that is faced by Twitter locally has caused issues in the increase of its global revenues (Twitter_Annual_Report_2014.pdf. 2018).
The organization has been able to show more growth in terms of the number of users in the years, 2015, 2016 and 2017. The users of Twitter are the highest in the United States. The company is however expecting huge growth in the number of users in other areas or countries. The organization has been facing huge competition from the other platforms, however, it is still able to hold a firm position in the industry. High levels of increase has been shown in the number of users of Twitter in many countries including, Germany, Canada and France (Twitter_Annual_Report_2015.pdf. 2018).
The leaders of the organization or management of Twitter has played a significant role related to its expansion and growth. The number of wrong decisions or steps that have been taken by Twitter have further affected the growth of the employees and the organization.
The conclusion that can be drawn from this discussion is that the sense of mission of Twitter is quite strong. The company has also been able to stick to the mission statement that has been set by them.
The process related to decision-making in an organization is related to a specific strategy which is significant for the smooth operations of a business. The method of the formation of objectives of an organization is linked with the process of decision-making. The creation of the mission of the organization helps them to achieve their goals in a systematic manner. The decision-making method of the organization mainly involves the planning process of various strategies which are formulated for the faster and easier achievement of goals (Twitter_Annual_Report_2015.pdf. 2018).
The organizational strategies need to be changes as and when need arises and the goals of the company are changed. The strategies of the company are estimated on a periodic basis and the changes are made accordingly. The SWOT analysis framework is used for the purpose of the decision-making in a strategic manner. The strengths, the weaknesses, the opportunities and the threats are assessed and further the various strategies are formulated so that the organization can use the opportunities and further address the threats as well. Another effective process to formulate strategic decisions is cost-benefit analysis, which assists the managers in making decisions (Twitter_Annual_Report_2015.pdf. 2018).
Twitter has shown huge growth during the years of its operations. Jack Dorsey has been the leader of the organization and has more than 350 million active users. Many wrong steps and decisions have been taken by the management of Twitter in these years. The company was established in year 2006 by its three founding members namely, Jack Dorsey, Biz Stone and Dick Costolo. The social media platform of Twitter was presented to the potential users in the year 2007 and the company had received around 60,000 in the same year. A huge mistake was made by Jack Dorsey in 2008 when he decided to the reject the offer that was made of Facebook to acquire the organization. The offer was worth 500 million dollars and thus rejection led to the elimination of Jack Dorsey from the post of CEO. The organization had to struggle a lot in the year 2009 due to the fast growth of users and lack services to be provided by Twitter (Twitter_Annual_Report_2014.pdf. 2018).
The organization was further attacked by cross-site scripting in the year 2010, however the issue was fixed quite fast. The merger and partnership of Google and Twitter in the same year and all the information related to this platform was deleted from Google. The organization was under huge pressure and confusion as the developers suffered a lot due to the decisions that were taken by the management of Twitter. Another major change was made in Twitter in the year 2013 when the concept of blue line conversation was further introduced and it assisted the users to link the conversations. The change that was made in the “block” option of the Twitter app was another wrong decision which affected the organization in an adverse manner (Twitter_Annual_Report_2014.pdf. 2018).
The privacy of the users was attacked as the people who were blocked by them were just muted and they were still able to follow users. This was a change that received a lot of criticism in the industry. A major decision was taken by Twitter to enhance the website and make it user-friendly in nature. This change was made as the organization was under huge pressure to sell off its shares. Twitter had to face huge mayhem in 2015 after the resignation of the CEO of the organization, following which Jack Dorsey was again appointed at the post of the CEO of Twitter (Twitter_Annual_Report_2015.pdf. 2018).
After the re-appointment of Dorsey as the CEO of Twitter, new changes were made in the operations and new strategies were also formulated. The organization had also seen many lay-offs in the same year according to the decision taken by the CEO. By the end of the year 2015 Twitter was again in debate which further led to the decision of the appointment of the head of diversity.
Twitter made a new start in the year 2016 and the operations of the company were also improved. The analysis related to the various strategic decisions that were taken by Twitter has depicted that Twitter had faced many issues between the years 2006 and 2016.
The concept of deliberate strategy is related to the vision of the organization which is related to formulation of strategy. Thinking and planning is important before acting. On the other hand, intended strategy can be defined as the strategy which is related to execution and implementation in the organizations. This can be termed as business plan which is made by a business.
The major competitive advantages of the organization are related to the process of information sharing which fast and instant in nature. The users are able to select the source of the information from the area they aim to follow. The connectivity range of Twitter is considered to be quite high as compared to the other organizations. The range of the users of Twitter ranges from homeless to millionaires and the celebrities as well (Ken & Simon, 2013).
Twitter has been successful in sustaining the competitive advantage over the other apps which provide social networking platforms to users. The organization has been able to revive its operations even after many years of turmoil.
The major aspects of Twitter are analysed in the discussion. The strategies and the values of the company are also discussed and analysed. The statement related to the mission of the organization is also analysed. The connection if the values of the employees to that of the organization is also examined. Many wrong decisions were taken by the company when it was in a confusing situation (Ken & Simon, 2013).
Twitter has been successful in maintaining its topmost position in the industry even after many issues in its operations. The financial reports of the organization have shown huge growth between the years 2013 to the year 2015. The increase in the users has further increased the revenues of Twitter. Huge revenues have also been generated from advertisements that are placed on the platform.
References
Babnik, K., Breznik, K., Dermol, V., & Trunk Širca, N. (2014). The mission statement: organisational culture perspective. Industrial Management & Data Systems, 114(4), 612-627.
Mark, Ken & Parker, Simon, (2013) “Case 26: Twitter” from Ireland, R. Duane et al, The management of strategy: concepts and cases pp.371-377, [United States]: South-Western/Cengage Learning
Twitter_2013_Annual_Report_-_FINAL.pdf. (2018). Retrieved 05 April 2018, from https://files.shareholder.com/downloads/AMDA-2F526X/5406085483x0x742484/A418947A-E065-4822-8BD4-00FA8EB4E795/Twitter_2013_Annual_Report_-_FINAL.pdf
Twitter_Annual_Report_2014.pdf. (2018). accounting 05 April 2018, from https://files.shareholder.com/downloads/AMDA-2F526X/5406085483x0x821792/AB7B5D27-2CEB-468B-9C9B-469676E3186A/876564_Twitter_Annual_Report_2014.pdf
Twitter_Annual_Report_2015.pdf. (2018). 05 April 2018, from https://files.shareholder.com/downloads/AMDA-2F526X/5406085483x0x886152/3FBBB0EC-FDF0-41D2-9C4E-A06AE8B1D1E5/2016_Twitter_Annual_Report_2015.pdf
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