Structuring experimentation: Implementing Growth Hacking in new ventures

IF 10.5 1区 管理学 Q1 BUSINESS Journal of Business Research Pub Date : 2024-11-25 DOI:10.1016/j.jbusres.2024.115084
Silvia Sanasi
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引用次数: 0

Abstract

Recent academic and managerial literature has paid significant attention to experimentation methods employed at different stages of a new venture’s lifecycle. Alongside the widely popularized Lean Startup method, Growth Hacking has emerged as an effective approach for supporting venture growth. While previous studies have examined experimentation from the process and individual perspectives, research on the integration of these methods within increasingly complex organizational structures remains limited. This article presents a comparative case study of two new ventures that adopted Growth Hacking while scaling. The findings reveal two approaches to the organizational implementation of Growth Hacking—either bridging or permeating experimentation throughout the organization—and explore their characteristics in terms of organizational configuration, the structure of marketing and product units, key roles, governance of experimentation, and associated benefits and shortcomings. These findings contribute to the literature on structuring experimentation and scaling in new ventures.
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结构化实验:在新企业中实施增长黑客
最近的学术和管理文献非常关注在新企业生命周期的不同阶段采用的实验方法。除了广为流行的精益创业方法,成长黑客已经成为支持创业公司成长的一种有效方法。虽然以前的研究从过程和个人角度考察了实验,但在日益复杂的组织结构中整合这些方法的研究仍然有限。本文介绍了两家新企业在扩大规模时采用增长黑客的比较案例研究。研究结果揭示了两种组织实施成长黑客的方法——在整个组织中架起桥梁或渗透实验——并从组织结构、营销和产品单元结构、关键角色、实验治理以及相关的利弊等方面探讨了它们的特点。这些发现有助于在新企业中构建实验和规模的文献。
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来源期刊
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.
期刊最新文献
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