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Making Sense of Growth Hacker Marketing

Ho, Shin Yu LU (2016) MGTN59 20161
Department of Business Administration
Abstract
After the Dotcom bust, high-technology startups are faced with the challenge in funding, particularly in Silicon Valley. Most of the entrepreneurs have technical skills but lack of marketing experiences. In order to survive, they turn to an alternative approach that highly relies on scientific experimentation to pursue rapid growth in number of users at next to zero cost within short time. It is then termed as Growth Hacker Marketing in 2010 and receives wide popularity among startups in the world. Yet, in the academic world, there is limited discussion on the topic while the similar concepts can be shown in the fields of product development and marketing. Thus, the purpose of the thesis is to develop a framework of Growth Hacker Marketing... (More)
After the Dotcom bust, high-technology startups are faced with the challenge in funding, particularly in Silicon Valley. Most of the entrepreneurs have technical skills but lack of marketing experiences. In order to survive, they turn to an alternative approach that highly relies on scientific experimentation to pursue rapid growth in number of users at next to zero cost within short time. It is then termed as Growth Hacker Marketing in 2010 and receives wide popularity among startups in the world. Yet, in the academic world, there is limited discussion on the topic while the similar concepts can be shown in the fields of product development and marketing. Thus, the purpose of the thesis is to develop a framework of Growth Hacker Marketing from the two perspectives. The author will study the eight representative startups and provide an integrative view on i) What differentiates Growth Hacker Marketing from other marketing approaches? ii) How do they implement Growth Hacker Marketing? To that end, a framework illustrating the basis of product development and marketing, the close interaction between them and the continuous optimization and retention will be suggested. (Less)
Please use this url to cite or link to this publication:
author
Ho, Shin Yu LU
supervisor
organization
course
MGTN59 20161
year
type
H1 - Master's Degree (One Year)
subject
keywords
Growth Hacker Marketing, Marketing, Product Development, Data-driven decision making, Startups
language
English
id
8887370
date added to LUP
2016-08-11 15:01:27
date last changed
2016-08-11 15:01:27
@misc{8887370,
  abstract     = {After the Dotcom bust, high-technology startups are faced with the challenge in funding, particularly in Silicon Valley. Most of the entrepreneurs have technical skills but lack of marketing experiences. In order to survive, they turn to an alternative approach that highly relies on scientific experimentation to pursue rapid growth in number of users at next to zero cost within short time. It is then termed as Growth Hacker Marketing in 2010 and receives wide popularity among startups in the world. Yet, in the academic world, there is limited discussion on the topic while the similar concepts can be shown in the fields of product development and marketing. Thus, the purpose of the thesis is to develop a framework of Growth Hacker Marketing from the two perspectives. The author will study the eight representative startups and provide an integrative view on i) What differentiates Growth Hacker Marketing from other marketing approaches? ii) How do they implement Growth Hacker Marketing? To that end, a framework illustrating the basis of product development and marketing, the close interaction between them and the continuous optimization and retention will be suggested.},
  author       = {Ho, Shin Yu},
  keyword      = {Growth Hacker Marketing,Marketing,Product Development,Data-driven decision making,Startups},
  language     = {eng},
  note         = {Student Paper},
  title        = {Making Sense of Growth Hacker Marketing},
  year         = {2016},
}