Micro-Innovation Strategy: The Case of WeChat
2016; World Scientific; Volume: 20; Issue: 02 Linguagem: Inglês
10.1142/s0218927516500152
ISSN1793-6772
AutoresYang Xiao-ming, Sunny Li Sun, Ruby P. Lee,
Tópico(s)E-commerce and Technology Innovations
ResumoTencent 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.
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