After spending months trying to rescind his bid to buy Twitter, Elon Musk officially completed the purchase and took over as CEO of the social media platform in late October 2022. The shake-ups at the company were immediate: layoffs, mass resignations, and divestments from advertisers came in quick succession as Musk implemented changes that many users have either trolled to criticize Musk or taken advantage of to further the spread of fake news. Musk’s aggressive leadership style has so far proven to be catastrophic for the company, and his volatility as a leader and business strategist (particularly after losing his own Twitter-polled confidence vote) have led many to speculate whether the end is nigh for Twitter. This case looks at Musk’s early days as CEO and asks students to discuss the future of the company.
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