Has Elon Musk X’d out?
In 2022, Elon Musk, known for his innovative ideas and often compared to Steve Jobs, made a big move by buying Twitter for $44 billion. He then started transforming the microblogging platform, rebranding it as “X.” His goal was to turn Twitter into a super app like WeChat in Asia, combining many services like messaging, shopping and payments into one platform. This change was aimed at making Twitter more than just a place to post short messages, but a hub for various digital activities. The case study explores why Musk decided to take this bold step. It looks at the benefits he expected by bringing different digital services together. However, Musk faced many challenges during this transformation. The study discusses the impact of his decisions, including cutting down the workforce, changing policies and the reactions from users, advertisers and regulators. These issues show how difficult it is to change a well-known social media platform. Additionally, the study examines the problems Musk encountered in trying to make Twitter like WeChat in Western countries, where the digital environment is different from Asia. It considers what this big change could mean for the future of social media, online privacy and e-commerce, suggesting how this kind of transformation could change the way people use digital platforms. In short, “Has Elon Musk X’d Out?” provides a detailed look at Elon Musk’s attempt to reshape Twitter. It gives insights into the challenges of creating a super app in the West and discusses the transformation’s possible effects on the digital and social media world.
- Analyze the business model of an organization before and after a transformation.
- Assess if the mission and the business model of an organization are aligned.
- Analyze the elements of a new brand using Keller’s brand pyramid.
- Infer the leadership style of a leader based on public statements and their actions.
- Discuss how the mission (why?), the business model (what?) and the leadership style (how?) are interrelated.
X (Former Twitter), Social Media
2022-2023
IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.
Research Information & Knowledge Hub for additional information on IMD publications
![](https://www.imd.org/ibyimd/wp-content/uploads/2023/10/AdobeStock_466698922-1-720x630.jpeg)
Understanding your organizational capacity for agility and responding to events accordingly is the key to success in the new business environment, ...
![](https://www.imd.org/ibyimd/wp-content/uploads/2024/05/shutterstock_1429515563-720x630.jpg)
Growing numbers of executives are stuck in survival mode – and risking exhaustion. IMD's Susan Goldsworthy reflects on how CHROs can work with seni...
![](https://www.imd.org/ibyimd/wp-content/uploads/2024/06/AdobeStock_279581139-720x630.jpeg)
In a post-pandemic era shaped by wars, climate change, and new technologies, Maha Hosain Aziz outlines the main risks and shock events that could d...
![](https://www.imd.org/ibyimd/wp-content/uploads/2024/06/Opener_Yayoi-Kusama_2JCK1TR_Alamy-720x630.jpg)
There is much that organizations can learn from artists and designers, from turning ideas into innovation to creative problem-solving and better de...
![](https://www.imd.org/ibyimd/wp-content/uploads/2024/06/AdobeStock_190420574-720x630.jpeg)
With the pressure to innovate only growing, along with the epidemic of digital distractions, our experts offer a mindful leader’s toolkit packed wi...
On 4 August 2020, one of the largest non-nuclear explosions in history destroyed the port of Beirut and most of the city, killing 238 and wounding ...
This is a fascinating case about Adam Neumann’s problematic behavior, which led to the downfall of WeWork, once one of America’s most valued startu...
The case study examines recent aviation safety concerns at Boeing, focusing on manufacturing issues, leadership decisions and regulatory oversight....
![](https://www.imd.org/ibyimd/wp-content/uploads/2024/06/CEODialogue-MargheritaDellaValle-IbyIMD-LandingPage-Podcast-1200x680-1-720x630.jpg)
Margherita Della Valle tells IMD President Jean-François Manzoni how she is delivering radical change to reenergize Vodafone and paving the way for...
For managers and teams, this is an unhealthy rapport. Here’s how to stop rolling your eyes and start treating each other like full-fledged adults. ...
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD 24 June 2024
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD 19 June 2024
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications