Growth hacking capability: Conceptualization, survey instrument development, and empirical study of its impact on firm performance

초록

Growth hacking has emerged as a novel approach for organizations. This trend is accompanied by a rising acknowledgment among business academics and practitioners of growth hacking's ability to achieve rapid consumer growth and enhanced performance. Despite its frequent mention in contemporary business and marketing dialogues, to the best of our knowledge, there are no measurement instruments to quantitatively assess a firm's growth hacking capability. This study not only develops a survey instrument to measure growth hacking capability but also proposes and empirically validates the relationship between growth hacking capability and firm performance.