Twitter under Elon Musk: Present Tense, Future Perfect?

Case Code: BSTR666 Case Length: 13 Pages Period: 2018-2023 Pub Date: 2024 Teaching Note: Available

Price: Rs.400 Organization : Twitter, Inc. Industry : - Countries : United States Themes: Organizational Crisis, Turnaround Strategy, Leadership Style,Change Management

Abstract Case Intro 1 Case Intro 2 Excerpts

Introduction

On July 24, 2023, Elon Musk , owner of social media platform Twitter, Inc., (Twitter), unveiled a new logo to replace Twitter’s iconic blue bird as part of a major rebranding of the social media platform he had acquired in October 2022. Reportedly, the new logo, a white X against a pitch black backdrop, represented Musk’s ambitions to transform Twitter into an ‘everything app’ used for messaging, social media, payments, subscriptions, utility bills, food deliveries, and much more. According to some analysts, the rebranding move was high-risk given that Twitter was suffering financially from advertisers withholding spending and with the emergence of competitors..

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