Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions

Abstract

Few studies have conceptualized how companies can build and nurture international dynamic marketing capabilities (IDMCs) by implementing growth hacking strategies. This paper conceptualizes growth hacking, a managerial-born process to embed a data-driven mind-set in marketing decision-making that combines big-data analysis and continuous learning, allowing companies to adapt their dynamic capabilities to the ever-shifting international competitive arenas.

keywords: Growth hacking, International dynamic marketing capabilities , International marketing, Big data, Cognitive computing,Data-driven decision-making