Affiliation:
1. University of Nebraska at Omaha, USA
2. University of Missouri–Kansas City, USA
3. 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.
Publisher
World Scientific Pub Co Pte Lt
Subject
General Business, Management and Accounting
Cited by
13 articles.
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