Growth hacking and network effects: learning for growth and learning for survival

Abstract

Growth Hacking is a data-driven methodology aimed at achieving rapid business growth, applicable across different industries. While widely regarded as a practitioner- driven concept, its theoretical foundations remain underexplored, particularly regarding the role of network externalities and organizational learning in its processes. This study investigates how network externalities influence organizational learning during the four key phases of Growth Hacking. Using a qualitative case study approach, the authors analyzed Atida eFarma, an Italian digital drugstore startup that successfully employed Growth Hacking strategies to rapidly growth. Thematic analysis reveals how network externalities shape strategic trajectories and accelerate learning processes, highlighting their critical role in the Growth Hacking journey. This research enriches the academic discourse by unveiling the intricate dynamics between Growth Hacking, network externalities, and organizational learning, proposing directions for future investigation.