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Enhancing User Centricity in the Growth Hacking Process: A Conceptual Framework

In: Advanced Perspectives and Trends in Digital Transformation of Firms, Networks, and Society

Author

Listed:
  • Claudia Perillo

    (University of Teramo)

  • Annaluce Mandiello

    (University of Naples Parthenope)

  • Anna Bastone

    (University of Naples Parthenope)

  • Federica Zeuli

    (University of Naples Parthenope)

Abstract

Nowadays markets and society in general are rapidly changing leading companies to emphasize innovation management and marketing. In this respect, Growth Hacking emerges as a strategic approach to grow fast through low-cost experiments, enhancing innovation processes. Innovation, indeed, does not guarantee the survival of a company but user-centricity combined with it could do it. For these reasons, this work investigates how a user-centered approach can be applied to growth hacking in order to activate value co-creation. These concepts are central to modern marketing research and innovation management. The authors propose an integration of the Growth Hacking model with the Design Thinking one, given its focus on empathy and humanization of the process. Design Thinking is generally known for its focus on user needs and collaborative innovation. Future steps concern the conduction of a multiple case study of hackathon to investigate how the principles of Design Thinking can help Growth Hacking processes to provide innovation user oriented and effective.

Suggested Citation

  • Claudia Perillo & Annaluce Mandiello & Anna Bastone & Federica Zeuli, 2025. "Enhancing User Centricity in the Growth Hacking Process: A Conceptual Framework," Springer Proceedings in Business and Economics, in: Francesco Schiavone & Nessrine Omrani & Heger Gabteni (ed.), Advanced Perspectives and Trends in Digital Transformation of Firms, Networks, and Society, chapter 0, pages 461-467, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-80692-6_37
    DOI: 10.1007/978-3-031-80692-6_37
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