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Growth hacking: Cyberrymdens marknadsföringsverktyg
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Growth hacking : The marketing tool of cyberspace (English)
Abstract [sv]

Bakgrund: De senaste åren har ett nytt begrepp uppkommit som ett alternativ till onlinemarknadsföring – Growth hacking. På grund av att growth hacking är ett så pass nytt begrepp råder ingen konsensus om vad faktiskt begreppet innebär. Ellis, som myntade begreppet definierade aldrig fullt ut vad det innebär att vara en growth hacker, vilket har lett till att personer har gjort egna tolkningar av growth hacking och dess innebörd. Det saknas även en utvecklad beskrivning över hur företag använder sig utav growth hacking i den operativa verksamheten. Denna beskrivning är väsentlig för personer som i frantiden är villiga att arbeta med growth hacking.

Problemformulering: Vad är growth hacking och hur tillämpar man det praktiskt?

Syfte: Studien syftar till att skapa en djupare förståelse av begreppet growth hacking.

Metod: Studien har en kvalitativ ansats som grundar sig i ett induktivt ställningstagande. Empirisk data har samlats in genom dels bloggar och artiklar skrivna av företrädare inom growth hacking-communityt samt intervjuer med personer som praktiserar growth hacking dagligen.

Slutsats: Uppsatsen påvisar både likheter och skillnader mellan growth hacking och onlinemarknadsföring, vilket skapar en grund för en konkretiserad definition av growth hacking. Growth hacking är en avknoppning av onlinemarknadsföring men med ett mindset som fokuserar på snabb tillväxt genom test och dataanalyser. Därefter har även en generell process sammanställts för att illustrera hur det generella tillvägagångssättet vid growth hacking fungerar.

Abstract [en]

Background: In recent years, a new concept was developed as an alternative to online marketing - Growth Hacking. But because of growth hacking being such a new term, as it exists today, it has created a sort of complexity about the actual meaning of the term. When Ellis came up with the concept, he never fully out defined what it meant to be a growth hacker, which has led to people making their own interpretations of growth hacking and what it actually means. In addition to the loose defined definition it is also missing a development of how companies use growth hacking in their operations. Something that can be essential for people who might be want to practice the use of the concept growth hacking in the future.

Research question: What is growth hacking and how can one apply it practically?

Purpose: This study aims to create a deeper understanding of the concept growth hacking.

Methodology: The study has a qualitative approach based on an inductive position made for the collection of secondary empirical data. Afterwards the data is then collected through an abductive approach by semi-structured interview and theoretical collection.

Research Findings: The essay reveals both similarities and differences between growth hacking and online marketing, which sets the basis for a concretized definition of growth hacking, as a further development of online marketing, but with a mindset that focuses on rapid growth through analytics. Further in, a general process was developed to illustrate how the general approach of growth hacking works.

Place, publisher, year, edition, pages
2015. , 85 p.
Keyword [en]
Start-ups, growth hacking, online marketing, growth
Keyword [sv]
Growth hacking, Tillväxt, Startups, onlinemarknadsföring
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-45154OAI: oai:DiVA.org:lnu-45154DiVA: diva2:827475
Subject / course
Business Administration - Organization Leadership
Educational program
Enterprising & Business Development, 180 credits
Supervisors
Examiners
Available from: 2015-06-29 Created: 2015-06-27 Last updated: 2015-06-29Bibliographically approved

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CiteExportLink to record
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  • apa
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