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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2025

Kód důvěrnosti údajů

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

Název periodika

Journal of Knowledge Management

ISSN

1367-3270

e-ISSN

1758-7484

Svazek periodika

Neuveden

Číslo periodika v rámci svazku

2025

Stát vydavatele periodika

GB - Spojené království Velké Británie a Severního Irska

Počet stran výsledku

43

Strana od-do

nestránkováno

Kód UT WoS článku

001491759600001

EID výsledku v databázi Scopus

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