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In 2013, chat app Mxit a South African social networking platform reported that its monthly active user base was 7.5 million–but this figure dropped to just 1.2 million monthly active users in July 2015. In October 2015, Mxit announced that it was finally shutting down its corporate operations but would still leave the app available for download and use. Yet, a year later in October 2016, the app users couldn’t send and receive anymore. The start-up was founded in 2004. Mxit rode the instant messaging wave before the likes of BlackBerry Messenger and WhatsApp took off with the advent of smartphones and was a popular app of choice among South African teens and twenty-somethings when it entered the presmartphone era in 2005.Who is to blame for this failure in the organisation and what information were they supposed to gather so that their activities could be aligned strategic goals and strategies?
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