Growth hacking: Leveraging hyper-scalability, hyper-specialization, and human-centric strategies for competitive advantage

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-02-07 DOI:10.1016/j.jbusres.2025.115217

Veronica Scuotto , Theofilos Tzanidis , Alan Murray , Del Giudice Manlio

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引用次数: 0

Abstract

The Growth Hacking process brings new opportunities for business which are achieved through new strategies such as hyper-scalability, hyperspecialization and human- based competitive advantage. However this is a field which has not been deeply studied. In order to bridge this gap, by applying the lens of resource-based theory of the digital firm, this study is based on the findings from 20 semi-structured interviews with growth orientated entrepreneurs from a diverse range of sectors based in the UK. The study applies a content analysis and inductive approach and the results show that in the competitive marketplace new digital skills are needed to grow a successful business and these skills should be balanced with the introduction of any new technologies. The requirement for human skills and engagement is necessity for the development and leverage of unique capabilities and competencies to drive growth hacking strategies. As a result, these new strategies allow entrepreneurs to exploit new opportunities and overcome business challenges.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.