Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions
| dc.contributor.author | Bargoni,Augusto | |
| dc.contributor.author | Jabeen,Fauzia | |
| dc.contributor.author | Santoro,Gabriele | |
| dc.contributor.author | Ferraris,Alberto | |
| dc.date.accessioned | 2024-05-22T10:56:31Z | |
| dc.date.available | 2024-05-22T10:56:31Z | |
| dc.date.issued | 2023-04-11 | |
| dc.description.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 | en |
| dc.identifier.citation | Bargoni, Augusto, et al. "Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions." International Marketing Review (2023). | |
| dc.identifier.doi | https://doi.org/10.1108/IMR-07-2022-0156 | |
| dc.identifier.uri | https://dspace.adu.ac.ae/handle/1/5352 | |
| dc.language.iso | en | |
| dc.publisher | Emerald | |
| dc.title | Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions | |
| dc.type | Article |