The impact of growth hacking on firm performance under environmental turbulence: A moderated-mediation analysis
研究了增长黑客如何通过营销能力和颠覆性创新影响企业绩效，并发现技术动荡会调节颠覆性创新与绩效的关系。
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.