There is an increasing recognition among academics and practitioners that growth hacking
provides a means to bridge the gap between strategy definition and strategy …

Purpose This study aims to explore challenges and opportunities in the digitalization of the
business-to-business (B2B) customer journey in different buying situations. It also …

Purpose Few studies have conceptualized how companies can build and nurture
international dynamic marketing capabilities (IDMCs) by implementing growth hacking …

The purpose of this study is to conceptualize the role of growth hacking, a data-driven
iterative experimentation process, in minimizing the likelihood of innovation failure within …

Today's businesses necessitate data-driven decisions to continuously adapt (and even
shape) their environment to stay competitive. Growth hacking, with its emphasis on …

Rapid scaling amidst resource constraints is crucial for established firms and startups in
today's business landscape. Despite its increasing popularity and research interest, little is …

Stemming from the explosion of companies' social data and digital transformation, growth
hacking has emerged as a process of rapid experimentation to achieve sustainable …

Purpose Although a growing number of companies are using growth hacking (GH) to grow
their businesses, scholars know little about its operationalization, namely through growth …

The rise of growth hacking, fuelled by big data analytics, poses a challenge for scholars and
executives alike, with limited research at their intersection. This article aims to fill the …

Given the importance of growth hacking for the long-term success of businesses and the
lack of empirical research, we draw on dynamic capability theory to propose a model that …