Micro-Innovation Strategy: The Case of WeChat

Xiaoming Yang, Sunny Li Sun and Ruby P. Lee
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Xiaoming Yang: University of Nebraska at Omaha, USA
Sunny Li Sun: University of Missouri–Kansas City, USA
Ruby P. Lee: Florida State University, USA

Asian Case Research Journal (ACRJ), 2016, vol. 20, issue 02, 401-427

Abstract: Tencent was the third-largest Internet company in the world, behind Google and Amazon. Tencent’s primary product, WeChat, was the world’s four-largest mobile messaging apps. This case discusses how Tencent used micro-innovation strategy to develop and improve its product, WeChat, as well as manage its powerful competition. It also discusses Tencent’s innovative strategies such as functional additions through micro-innovation, reverse micro-innovation by subtraction, and strategic alliances for internationalization, among others.

Date: 2016
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DOI: 10.1142/S0218927516500152

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