The impact of growth hacking on firm performance under environmental turbulence: A moderated-mediation analysis
The purpose of the study is to examine the influence of growth hacking on marketing capability, disruptive innovation, and firms’ performance. Structural equation modeling was used to analyze the data. The results show that growth hacking positively influences marketing capabilities, disruptive innovation, and firms’ performance. Further, marketing capabilities and disruptive innovation were observed to mediate the association between growth hacking and firm performance, whereas technological turbulence moderates the association between disruptive innovation and firm performance. The findings suggest that firms can use growth hacking to foster marketing capabilities and disruptive innovation, which may affect firm performance. Besides, firms need to constantly monitor the technological turbulence levels.
Authors
- Sheshadri Chatterjee (ORCID: https://orcid.org/0000-0003-1075-5549)
- Marcello M. Mariani (ORCID: https://orcid.org/0000-0002-7916-2576)
- Rahul Bodhi (ORCID: https://orcid.org/0000-0002-3015-9704)
- Yatish Joshi (ORCID: https://orcid.org/0000-0002-6557-3534)
Institutions
- Indian Institute of Technology Kharagpur (IN)
- Indian Institute of Management Ahmedabad (IN)
- University of Petroleum and Energy Studies (IN)
- University of Reading (GB)
- University of Bologna (IT)
Publication Details
- Journal
- Journal of Business Research
- Published
- 2025-02-28
- DOI
- https://doi.org/10.1016/j.jbusres.2025.115271
- Citations
- 1
- Primary Topic
- Innovation Diffusion and Forecasting
- Type
- article
- Field-Weighted Citation Impact
- 2.11