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Micro-Innovation Strategy: The Case of WeChat

Xiaoming Yang

University of Nebraska at Omaha, USA

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Sunny Li Sun

University of Missouri–Kansas City, USA

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Ruby P. Lee

Florida State University, USA

E-mail Address: rlee3@fsu.edu

Please address all correspondence to Dr. Ruby P. Lee, Department of Marketing, College of Business, Florida State University, Tallahassee, FL 32306-1110, USA.

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https://doi.org/10.1142/S0218927516500152Cited by:13 (Source: Crossref)

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.

This case was prepared by Dr. Xiaoming Yang of the University of Nebraska at Omaha, USA, Dr. Sunny Li Sun of University of Missouri–Kansas City, USA, and Dr. Ruby P. Lee of Florida State University, USA, as a basis for class discussion rather than to illustrate either an effective or ineffective handling of an administrative or business situation.