What the hack? A growth hacking taxonomy and practical applications for firms

Bohnsack, Rene and Liesner, Meike Malena,(2019), What the hack? A growth hacking taxonomy and practical applications for firms. , Business Horizons, UNSPECIFIED

[thumbnail of What-the-hack--A-growth-hacking-taxonomy-and-practical-app_2019_Business-Hor.pdf] Text - Published Version
Restricted to Repository staff only

Download (1MB) | Request a copy


As companies have become increasingly digital, growth hacking has emerged as a new way of scaling businesses. While the term is fashionable in business, many executives remain confused about the concept. Even if firms have an idea of what growth hacking is, they may still be puzzled as to how to do it, creating a strategy-execution gap. Our article assists firms by bridging the growth hacking strategy-execution gap. First, we provide a growth hacking framework and deconstruct its building blocks: marketing, data analysis, coding, and the lean startup philosophy. We then present a taxonomy of 34 growth hacking patterns along the customer lifecycle of acquisition, activation, revenue, retention, and referral; categorize them on the two dimensions of resource intensity and time lag; and provide an example of how to apply the taxonomy in the case of a fitness application. Finally, we discuss seven opportunities and challenges of growth hacking that firms should keep in mind
Keywords : Growth hacking; Digital transformation; Lean startup; Digital marketing; Big data, UNSPECIFIED
Journal or Publication Title: Business Horizons
Volume: 62
Number: 6
Item Type: Article
Subjects: Manajemen
Depositing User: Endhar Priyo Utomo
Date Deposited: 27 Dec 2019 06:52
Last Modified: 27 Dec 2019 06:52
URI: https://repofeb.undip.ac.id/id/eprint/1060

Actions (login required)

View Item
View Item