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1. Using the Ashridge Sense of Mission Model analyse and interpret the case evidence to determine Twitter’s sense of mission.

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1. Using the Ashridge Sense of Mission Model analyse and interpret the case evidence to determine Twitter’s sense of mission.

Assessment ­ Coursework

This graded assessment accounts for 90% of your final grade and comprises two separate assessment exercises: Part A & Part B which are both weighted equally at

45% of your final grade.


Part A


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.


Case Study Background & Questions


Part A of your coursework assessment requires you to answer two questions:


Using the Ashridge Sense of Mission Model analyse and interpret the case evidence to determine Twitter’s sense of mission.

Examine Twitter’s strategic decisions to date and indicate which theoretical approach best reflects their strategic development, and make recommendations for future growth.

Both questions are equally weighed and you should review how grading is allocated in the Coursework Feedback Sheet on page 5.


Presentation and Submission Date

The assessment in Part A is a case analysis and you should note that case analysis is not a conceptual explanation or discussion but the application of concepts and frameworks to interpret the case information, analyse key events and statements, and reach evaluative judgements. The concepts and frameworks are covered in the workshops and prescribed reading and the guidance below gives you a few pointers on how you need to use this knowledge to answer the questions. In developing your analysis and arguments, you should use supporting evidence from the information contained in the case studies.

Your answers must only be derived from the information on Twitter contained in the three case evidence sources listed above. You are not required to consult other sources on Twitter or go beyond the end date of third source (2014). The reason for this is that your analysis and evaluation is being assessed at this point in the organisation’s development and not in the light of subsequent events. As a result you should not include references on Twitter from the internet or other sources.

In terms of presentation, introduce each question indicating how you will structure your answer and conclude each answer with reference to your preceding arguments and the task required by the question. Do not present your answer in rigid report format but you may wish to divide your answer into sections which reflect the major elements of your analysis. The combined word count of your answers to both questions must comply with the following guidance:


Minimum Length:               2000 words

Maximum Length:              2500 words

The word limit excludes appendices and bibliography. Where a submission exceeds the stated word limit the maximum grade awarded will be P1. Appendices can be useful to provide additional information from your analysis but you must incorporate the key analytical arguments into the main body of your answer.


Guidance Notes

The assessment feedback sheet at the end of this section gives the marking criteria for the overall case analysis. Remember, in writing your solution to the questions you must not describe what the case says but use the concepts to analyse the information and use the evidence/facts in the case to support your analysis.


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 achieved a strong sense of mission.

To answer question 2 you will need to write a short essay by drawing on your learning of strategic decision-making and your prescribed reading from Johnson et al, chapter 12 .Initially, you should commence your research by reading and examining the case evidence in order to identify Twitter’s strategic decisions. Once you have identified these decisions, your essay discussion should focus on how this decision-making relates to deliberate and/or emergent forms of strategy development. When doing this avoid being overly descriptive on the content of these decisions. Instead, you should ensure that the use the relevant theory to structure your discussion of case evidence. To develop your arguments further, a brief distinction between deliberate and emergent strategy would be useful, followed by an in-depth discussion on which approach most closely resembles Twitter’s strategic development. To reach conclusions on how strategic decision-making is practised at Twitter, you should also identify strategic options and make recommendations for future growth




In Part B, we require you to write an essay on the following topic.

Essay Topic:

According to Hollander (2012), trust and loyalty are two binding elements in the leader­follower relationship. Critically examine research that explains how trust and loyalty can be established between leaders and followers.

Present some examples of trust­based relationships between leaders and followers that have led to positive outcomes.


Marking schedule for Part B:

10% of marks are allocated to the presentation of the essay. The student’s work should be typed with clear use of paragraphs and headings. Typographical and spelling errors should be avoided.

10% of marks are allocated to appropriate referencing of content. Students should familiarise themselves and make use of the Harvard referencing system and should cite and reference material properly. Students should make use of a range of resources (books, journal articles etc) and the literature used should be appropriate to the arguments made.

60% of marks are allocated to the analysis presented in the essay. Students should examine appropriate theoretical concepts and frameworks. Students should demonstrate an awareness of the wider context and present an in­depth discussion of current issues. Better students will demonstrate critical analysis skills and communicate their arguments in a clear and coherent manner.

20% of marks are allocated to the conclusions drawn. The conclusions should identify the key themes or issues under consideration. Conclusions should be well supported from the analysis and highlight the significance of arguments, evidence and insights


Guidance Notes on Part B:

You must refer to relevant literature throughout the essay. This can be in the form of textbooks, journal articles, or relevant web­based material. Student are directed in particular to the following databases which they may find useful in developing their essay:

  • ABI Inform Complete (Proquest)
  • Ingenta
  • Science Direct
  • Sage Online

In particular, the following journals may be helpful to you in relation to the prescribed topic:

  • Leadership Quarterly (Available on Science Direct)
  • Leadership and Organisation Development Journal (Available on ABI Inform)
  • Team Performance Management (Available on ABI Inform)
  • Journal of Management Development (Available on ABI Inform)
  • Group and Organisation Management (Available on Sage Online)


Minimum Essay Length: 2000 words

Maximum Essay Length: 2500 words

The word count includes your entire essay, your citations and your reference list. However, the word count does not include the cover page. The word count ranges between 2000 words and 2500 words (so please do not ask about 10% allowances related to the word count – your full word count should fit between 2000 words and 2500 words)

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Recent Updates


  • Title: 1. Using the Ashridge Sense of Mission Model analyse and interpret the case evidence to determine Twitter’s sense of mission.
  • Price: £ 109
  • Post Date: 2018-11-09T06:43:43+00:00
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