Growth hacking and network effects: learning for growth and learning for survival
研究网络外部性如何影响增长黑客四个阶段中的组织学习，通过对一家意大利数字药店的案例分析，揭示了网络外部性在加速学习过程中的关键作用。
• This study focuses on the unexplored relationship between Network Externalities (NE) and Growth Hacking (GH). • We propose a single case study analyse this relationship. • The intensity of NE varies across GH phases, peaking during the transition between Hack to Virality phases. Growth Hacking is a data-driven methodology aimed at achieving rapid business growth, applicable across different industries. While widely regarded as a practitioner- driven concept, its theoretical foundations remain underexplored, particularly regarding the role of network externalities and organizational learning in its processes. This study investigates how network externalities influence organizational learning during the four key phases of Growth Hacking. Using a qualitative case study approach, the authors analyzed Atida eFarma, an Italian digital drugstore startup that successfully employed Growth Hacking strategies to rapidly growth. Thematic analysis reveals how network externalities shape strategic trajectories and accelerate learning processes, highlighting their critical role in the Growth Hacking journey. This research enriches the academic discourse by unveiling the intricate dynamics between Growth Hacking, network externalities, and organizational learning, proposing directions for future investigation.