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.

中文翻译：

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增长黑客和国际动态营销能力：概念框架和研究命题

目的

很少有研究概念化公司如何通过实施增长黑客策略来建立和培养国际动态营销能力 (IDMC)。本文将增长黑客概念化，这是一种管理诞生的过程，将数据驱动的思维定式嵌入营销决策中，结合大数据分析和持续学习，使公司能够调整其动态能力以适应不断变化的国际竞争舞台.

设计/方法/途径

鉴于对增长黑客的研究很少，本文通过 IDMC 和信息技术 (IT) 文献的双重理论视角将这一诞生于管理的概念概念化。

发现

作者提出了关于增长黑客的四个阶段以及企业应对国际市场的相关能力和套路的研究命题。还根据增长黑客的三个关键维度开发了其他新颖的命题：大数据分析、数字营销以及编码和自动化。

研究局限性/影响

缺乏先前的概念化以及文献不足使这项研究容易受到一些限制。然而，所提出的命题应该鼓励研究人员对这一诞生于管理的概念进行实证和理论研究。

实际影响

本研究为想要在公司内实施增长黑客但未能确定必要的能力和资源的管理人员制定了一份详细的纲要。

原创性/价值

该研究提出了一种理论方法，并针对一种主要在管理实践中观察到的新现象提出了一系列命题。因此，这项研究可以激发研究人员加深这一现象并从经验上验证这些命题。