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Typology of Growth Hacking Strategies Along the Growth Hacking Funnel | ||
Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) | ||
دوره 14، شماره 2، تیر 2021، صفحه 331-346 اصل مقاله (646.76 K) | ||
نوع مقاله: Research Paper | ||
شناسه دیجیتال (DOI): 10.22059/ijms.2020.272362.673453 | ||
نویسندگان | ||
Davood Feiz* ؛ Azim Zarei؛ Morteza Maleki Minbashrazgah؛ Atefeh Shaabani | ||
Faculty of Economic, Management and Administrative Science, Semnan University, Semnan, Iran | ||
چکیده | ||
With the increasing significance of startups in recent times, practitioners and academicians have considered the growth hacking strategies by which these firms could obtain competitive performance gains and play an important role in the world economy. So far, studies have mostly focused on the technical dimensions of these companies, while the business promotions they require and the way they should be leveraged strategically have remained neglected. Thus, the current study attempts to present a qualitative study that could help explain the growth hacking strategies. We employed a multiple-case study approach in this paper and investigated the growth strategies of 13 Iranian startups via semi-structured interviews with their founders. The comparative analyses – with above 90% inter-rater reliability of the coders – concluded in the formation of five groups of growth hacking strategies, namely the growth hacking funnel of acquisition, activation, revenue, retention, and referral. This study developed a deeper understanding of the significance of growth hacking strategies and the mechanisms by which they leveraged towards strengthening the business value. | ||
کلیدواژهها | ||
Growth hacking؛ Growth hacker؛ Growth hacking funnel؛ Startup | ||
عنوان مقاله [English] | ||
نوع شناسی استراتژیهای هک رشد در چارچوب قیف بازاریابی هک رشد | ||
نویسندگان [English] | ||
داود فیض؛ عظیم زارعی؛ مرتضی ملکی مین باش رزگاه؛ عاطفه شعبانی | ||
دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران | ||
چکیده [English] | ||
اخیراً با توجه به اهمیت روزافزون استارتآپها، متخصصان و دانشگاهیان استراتژیهای هک رشد را به عنوان روشی در نظر گرفتهاند که با استفاده از آن این شرکتها میتوانند عملکرد رقابتی کسب کرده و نقش مهمی در اقتصاد جهانی ایفا کنند. تاکنون، بیشتر تحقیقات بر ابعاد فنی این شرکتها تمرکز کردهاند در حالی که ترفیع تجاری مورد نیاز آنها و چگونگی استفاده از راهبردهای استراتژیکشان مورد غفلت قرار گرفته است. بنابراین، این پژوهش سعی کرد تا با ارائه یک مطالعه کیفی به توضیح استراتژیهای هک رشد بپردازد. در این مقاله ما از یک روش مطالعه موردی چندگانه استفاده کردیم و استراتژیهای رشد 13 استارت آپ ایرانی را از طریق مصاحبه نیمه ساختار یافته با بنیانگذاران آنها بررسی کردیم. با تجزیه و تحلیل قیاسی و با قابلیت اطمینان بالای 90٪ استراتژی های هک رشد در چارچوب قیف هک رشد در پنج گروه استراتژیهای جذب، فعالسازی، کسب درآمد، حفظ و ارجاع کاربر طبقهبندی شدند. بدینترتیب این مطالعه درک عمیقتری از اهمیت استراتژیهای هک رشد و مکانیسمهای استفاده از آنها برای تقویت ارزش تجاری ارائه کرد. | ||
کلیدواژهها [English] | ||
هک رشد, هکر رشد, قیف هک رشد, استارتآپ | ||
مراجع | ||
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