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Growth Hacking als Wunderwaffe für Startups: Hintergründe, Prozesse, Beispiele und Kritik

Author

Listed:
  • Hölzner, Heike
  • Riedel, Anna

Abstract

Growth Hacking ist eine von Startups entwickelte Methode zur Einführung und Vermarktung innovativer Angebote. Ziel ist es, das Wachstum eines Unternehmens durch bestimmte Taktiken ("Hacks") zu steigern. Die Arbeit eines Growth Hackers erfordert eine einzigartige Kombination aus Kreativität, analytischem Denken, Programmierung und Kennzahlen, um kleine Tricks zu entwickeln, die die Benutzer führen und die Umsätze steigern. Neben der Kundengewinnung und -bindung ist das Ziel von Growth Hacking die Kostenminimierung. Derzeit wird die Methode noch hauptsächlich von Startups genutzt, aber auch immer mehr etablierte Unternehmen interessieren sich dafür.

Suggested Citation

  • Hölzner, Heike & Riedel, Anna, 2019. "Growth Hacking als Wunderwaffe für Startups: Hintergründe, Prozesse, Beispiele und Kritik," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 4(01/2019), pages 86-96.
    • Handle: RePEc:zbw:afmpwm:261145
    DOI: 10.15459/95451.33
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