Strategic leadership and radical change: from Twitter to X
Management Decision, 2025 (SSCI, Scopus)
- Publication Type: Article / Article
- Publication Date: 2025
- Doi Number: 10.1108/md-08-2024-1917
- Journal Name: Management Decision
- Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, Periodicals Index Online, ABI/INFORM, Business Source Elite, Business Source Premier, INSPEC, MLA - Modern Language Association Database, Psycinfo, Public Affairs Index
- Keywords: Change management, Communication technologies, Corporate acquisition, Data analysis, Radical organizational change, Strategic leadership
- Open Archive Collection: Article
- Azerbaijan State University of Economics (UNEC) Affiliated: Yes
Abstract
Purpose: This study examines the role of strategic leadership in facilitating the successful implementation of radical organizational changes based on data obtained from X (formerly Twitter). Design/methodology/approach: The study centers on user-generated content spanning from April 14, 2022 to July 23, 2023, which encompasses notable occurrences like Elon Musk’s acquisition declaration and renaming of Twitter to X. Using corpus linguistics and discourse analysis, we examined a dataset of 41,296 tweets to identify significant indicators and topics, measure sentiment and study frequency and collocations of relevant terms. Findings: The findings demonstrate that a gradual and well-planned execution, along with efficient methods of conveying information, is essential in reducing opposition and promoting approval among individuals involved. The study reveals significant inquiries: the influence of prioritizing internal modifications prior to customer-oriented modifications, the consequences of implementing simultaneous modifications on user responses, diminished opposition to customer-oriented modifications when implemented last and the significance of strategic communication in reducing resistance and promoting acceptance. Originality/value: The critical role of strategic communication in strategic leadership during a high-profile corporate acquisition as a radical organizational change is demonstrated. The study underlines the role of owner-manager who communicates transparently and acts decisively to improve trust among stakeholders, which is essential for stabilizing and mobilizing support during uncertain times such as crises or radical change. These insights offer essential direction for executives seeking to achieve substantial changes inside their businesses, enhancing their comprehension of strategic leadership in handling extreme organizational transformations.