What the hack? A growth hacking taxonomy and practical applications for firms
What the hack? A growth hacking taxonomy and practical applications for firms
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DOI：
10.1016/j.bushor.2019.09.001
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发表时间：
2019
影响因子：
7.4
通讯作者：
Meike Malena Liesner
中科院分区：
文献类型：
--
作者：
René Bohnsack;Meike Malena Liesner
随着公司变得越来越数字化，增长黑客成为一种扩展业务的新方式。虽然这个词在商界很流行，但许多高管仍然对这个概念感到困惑。即使公司知道什么是增长黑客，他们可能仍然对如何做到这一点感到困惑，从而造成战略执行差距。我们的文章通过弥合增长黑客战略执行差距来帮助公司。首先，我们提供了一个增长黑客框架，并解构了它的构建模块：营销，数据分析，编码和精益创业哲学。然后，我们提出了一个分类法的34个增长黑客模式沿着客户生命周期的获取，激活，收入，保留，和转介;分类他们的两个方面的资源强度和时间滞后;并提供了一个例子，如何应用分类的情况下，健身应用程序。最后，我们讨论了企业应该牢记的增长黑客的七个机遇和挑战。
As companies become increasingly digital, growth hacking 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.