10/30/2019

The WeChat messaging app has proved successful because it began as a grand design strategy led by founder Allen Zhang, who took a top-down approach to guide its design and create a product that selectively caters to users, write Julian Birkinshaw, Dickie Liang-Hong Ke and Enrique de Diego. The grand design approach, they write, works best in more fluid markets and can be riskier than the traditional design thinking that flourishes in more mature markets.

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