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Wielding a double-edged sword: Unravelling the development of dynamic capabilities through growth hacking

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  • Gerlich, Carolin
  • Brenk, Katharina
  • Antonio, Jerome L.
  • Kanbach, Dominik K.
  • Kraus, Sascha

Abstract

Rapid scaling amidst resource constraints is crucial for established firms and startups in today’s business landscape. Despite its increasing popularity and research interest, little is understood about dynamic capabilities in the context of growth hacking. This study explores how growth hacking activities contribute to developing dynamic capabilities by employing a flexible pattern matching approach based on 29 qualitative interviews with growth hacking experts. By filling the gap in understanding dynamic capabilities in the context of growth hacking, the research enriches growth hacking’s theoretical foundations and provides practical insights. The results emphasize effectively managing capability dimensions dualities, distinguishing between startup and corporate challenges, and prioritizing rapid experimentation with big data. The study also examines artificial intelligence’s (AI) potential for automating growth hacking processes, while highlighting data privacy risks. This paper suggests future research avenues for further exploring the interplay of dynamic capabilities and growth hacking.

Suggested Citation

  • Gerlich, Carolin & Brenk, Katharina & Antonio, Jerome L. & Kanbach, Dominik K. & Kraus, Sascha, 2025. "Wielding a double-edged sword: Unravelling the development of dynamic capabilities through growth hacking," Journal of Business Research, Elsevier, vol. 189(C).
    • Handle: RePEc:eee:jbrese:v:189:y:2025:i:c:s0148296324006763
    DOI: 10.1016/j.jbusres.2024.115172
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