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Micro-Innovation Strategy: The Case of WeChat

Author

Listed:
  • Xiaoming Yang

    (University of Nebraska at Omaha, USA)

  • Sunny Li Sun

    (University of Missouri–Kansas City, USA)

  • Ruby P. Lee

    (Florida State University, USA)

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.

Suggested Citation

  • Xiaoming Yang & Sunny Li Sun & Ruby P. Lee, 2016. "Micro-Innovation Strategy: The Case of WeChat," Asian Case Research Journal (ACRJ), World Scientific Publishing Co. Pte. Ltd., vol. 20(02), pages 401-427, December.
    • Handle: RePEc:wsi:acrjxx:v:20:y:2016:i:02:n:s0218927516500152
    DOI: 10.1142/S0218927516500152
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    Cited by:

    1. Enderwick, Peter & Buckley, Peter J., 2021. "The role of springboarding in economic catch-up: A theoretical perspective," Journal of International Management, Elsevier, vol. 27(3).
    2. Xiaoming Yang & Sunny Li Sun & Xiangyang Zhao, 2019. "Search and execution: examining the entrepreneurial cognitions behind the lean startup model," Small Business Economics, Springer, vol. 52(3), pages 667-679, March.
    3. Tao Fu & Liling Zou, 2022. "A bottom-up simulation on competition of online interpersonal communication platforms," Journal of Economic Interaction and Coordination, Springer;Society for Economic Science with Heterogeneous Interacting Agents, vol. 17(4), pages 897-925, October.

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