Growth hacking: Leveraging hyper-scalability, hyper-specialization, and human-centric strategies for competitive advantage

The Growth Hacking process brings new opportunities for business which are achieved through new strategies such as hyper-scalability, hyperspecialization and human- based competitive advantage. However this is a field which has not been deeply studied. In order to bridge this gap, by applying the lens of resource-based theory of the digital firm, this study is based on the findings from 20 semi-structured interviews with growth orientated entrepreneurs from a diverse range of sectors based in the UK. The study applies a content analysis and inductive approach and the results show that in the competitive marketplace new digital skills are needed to grow a successful business and these skills should be balanced with the introduction of any new technologies. The requirement for human skills and engagement is necessity for the development and leverage of unique capabilities and competencies to drive growth hacking strategies. As a result, these new strategies allow entrepreneurs to exploit new opportunities and overcome business challenges.