Identifying and Explaining the Success Factors of Growth Hacking (Case Study: Lorestan Province Startups)

Document Type : Research Paper

Authors

1 Faculty Member of Economy, Bu Ali University, Hamedan, Iran..

2 Faculty Member of Economy, Lorestan University, Khorramabad, Iran.

3 Management Ph.D,, Department of Management, Lorestan University, Khorramabad, Iran

4 Master of Business Administration, Electronic Commerce, Malayer Branch, Islamic Azad University, Malayer, Iran

Abstract

Since the startup companies do not enjoy high liquidity and capital, they should use effective methods to maximize efficiency for attracting customers at the lowest costs. These methods are known in the marketing literature as Growth Hacking Marketing. The present study was conducted to identify and explain the key factors of implementing the Growth Hacking Strategy in startup companies. In this study, interviews were used to collect data in the qualitative section and questionnaire was used in the quantitative section; the qualitative data were analyzed by ATLAS.ti Software and Coding Method and the quantitative data were analyzed by Fuzzy Delphi Method. The qualitative research findings identified twenty success factors in implementing growth hacking strategy and quantitative findings covered the prioritization of the success factors. The results of this study indicate that the most important success factors in implementing Growth Hacking in startups are groundbreaking cognitive skills, concurrent mastery of marketing and programming, proficiency at digital marketing and content marketing, and Influencer Marketing.
 

Keywords


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Volume 7, Issue 4
March 2020
Pages 127-150
  • Receive Date: 28 December 2019
  • Revise Date: 25 February 2020
  • Accept Date: 11 March 2020
  • First Publish Date: 11 March 2020