Micro-Innovation Strategy: The Case of WeChat

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.