From data to growth: how customer knowledge management enhances growth hacking strategies

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27360%2F25%3A10258183" target="_blank" >RIV/61989100:27360/25:10258183 - isvavai.cz</a>

Result on the web

<a href="https://www.emerald.com/jkm/article-abstract/doi/10.1108/JKM-09-2024-1042/1253480/From-data-to-growth-how-customer-knowledge?redirectedFrom=fulltext" target="_blank" >https://www.emerald.com/jkm/article-abstract/doi/10.1108/JKM-09-2024-1042/1253480/From-data-to-growth-how-customer-knowledge?redirectedFrom=fulltext</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1108/JKM-09-2024-1042" target="_blank" >10.1108/JKM-09-2024-1042</a>

Result language

angličtina

Original language name

From data to growth: how customer knowledge management enhances growth hacking strategies

Original language description

PurposeGrowth hacking is rapidly gaining recognition for its utility and effectiveness in helping enterprises scale their user base and overall operations. As a customer-centric, experimentation-based approach to data utilisation and analysis, growth hacking involves a comprehensive set of strategies, practices and processes designed to drive rapid and scalable business growth. However, the acquired data, in turn, lead to the assimilation of new knowledge, which must be effectively managed and exploited to maximise its benefits for the enterprise. Thus, this study aims to shed light on how companies gather, manage and apply customer knowledge to optimise growth hacking strategies.Design/methodology/approachBased on an inductive, grounded theory research approach, qualitative data were collected through semi-structured interviews, open-ended essays and archival data from various companies, including micro, small and medium enterprises and growth hacking consultancy companies.FindingsWithin the framework of growth hacking implementation, two strategic areas (knowledge from and about customers and knowledge for customers) have been identified on which organisations need to act, grouped under the theoretical lens of customer knowledge flows. They also shed light on companies&apos; methods and best practices to effectively harness and manage customer knowledge, enhancing their growth hacking efforts.Originality/valueThis research links customer knowledge management and growth hacking research with an inductive grounded model illustrating how customer knowledge management flows are involved in the implementation of growth hacking.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2025

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Journal of Knowledge Management

ISSN

1367-3270

e-ISSN

1758-7484

Volume of the periodical

Neuveden

Issue of the periodical within the volume

2025

Country of publishing house

GB - UNITED KINGDOM

Number of pages

43

Pages from-to

nestránkováno

UT code for WoS article

001491759600001

EID of the result in the Scopus database

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