Growth Hacker Marketing is a relatively new concept that has emerged as the digitalization and the development of the internet occurred. The purpose of the study is to gain an understanding of the meaning of GHM and how it is used, a concept that is widely applied in the marketing industry but not as widespread in theory. The study has been carried out with a qualitative deductive approach, which means that it is based on the investigated theories, continues to the empirical data in the terms of interviews and then lands in the analysis. The study also shows that a growth hacker that works data driven and with the help of tracking tools, achieves growth for the organization, something that is fundamental within GHM. The growth hacking funnel, which is a method within the subject, is widely used by the investigated companies, however, the explicit term is not necessarily applied. The results also show that the work process within GHM can look different depending on the specific organization and its activities, for example if the company works B2B or B2C. In summary, there are both some similarities and differences regarding the meaning of GHM between theory and empiricism, which could be due to the gap between the academic world and marketing industry.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hh-46893 |
| Date | January 2022 |
| Creators | Cadjo, Nellie, Cornéer, Clara |
| Publisher | Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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