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Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions

Augusto Bargoni (Dipartimento di Management, Università degli Studi di Torino, Torino, Italy)
Fauzia Jabeen (College of Business, Abu Dhabi University, Abu Dhabi, United Arab Emirates) (Burgundy School of Business, Dijon, France)
Gabriele Santoro (Dipartimento di Management, Università degli Studi di Torino, Torino, Italy) (Department of Industrial Systems Management, Faculty of Materials Science and Technology, VSB-Technical University of Ostrava, Ostrava, Czech Republic)
Alberto Ferraris (Dipartimento di Management, Università degli Studi di Torino, Torino, Italy) (Laboratory for International and Regional Economics, Graduate School of Economics and Management, Ural'skij federal'nyj universitet imeni pervogo Prezidenta Rossii B N El'cina, Екатеринбург, Russian Federation)

International Marketing Review

ISSN: 0265-1335

Article publication date: 11 April 2023

Issue publication date: 5 March 2024

1079

Abstract

Purpose

Few studies have conceptualized how companies can build and nurture international dynamic marketing capabilities (IDMCs) by implementing growth hacking strategies. This paper conceptualizes growth hacking, a managerial-born process to embed a data-driven mind-set in marketing decision-making that combines big-data analysis and continuous learning, allowing companies to adapt their dynamic capabilities to the ever-shifting international competitive arenas.

Design/methodology/approach

Given the scarcity of studies on growth hacking, this paper conceptualizes this managerial-born concept through the double theoretical lenses of IDMCs and information technology (IT) literature.

Findings

The authors put forward research propositions concerning the four phases of growth hacking and the related capabilities and routines developed by companies to deal with international markets. Additional novel propositions are also developed based on the three critical dimensions of growth hacking: big data analytics, digital marketing and coding and automation.

Research limitations/implications

Lack of prior conceptualization as well as the scant literature makes this study liable to some limitations. However, the propositions developed should encourage researchers to develop both empirical and theoretical studies on this managerial-born concept.

Practical implications

This study develops a detailed compendium for managers who want to implement growth hacking within their companies but have failed to identify the necessary capabilities and resources.

Originality/value

The study presents a theoretical approach and develops a set of propositions on a novel phenomenon, observed mainly in managerial practice. Hence, this study could stimulate researchers to deepen the phenomenon and empirically validate the propositions.

Keywords

Acknowledgements

The paper is an output of the project NFP313010BWN6 “The implementation framework and business model of the Internet of Things, Industry 4.0 and smart transport”.

Citation

Bargoni, A., Jabeen, F., Santoro, G. and Ferraris, A. (2024), "Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions", International Marketing Review, Vol. 41 No. 1, pp. 74-106. https://doi.org/10.1108/IMR-07-2022-0156

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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