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The impact of growth hacking on firm performance under environmental turbulence: A moderated-mediation analysis

Year: 2025

Type: article

Abstract: 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.

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2025.115271

Authors: Yatish Joshi, Rahul Bodhi, Sheshadri Chatterjee, Marcello Mariani

Institutions: University of Petroleum and Energy Studies, Indian Institute of Technology Kharagpur, University of Reading, University of Bologna

Language: English

Topic: Business Strategies and Innovation

Subfield: Strategy and Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDGs: Decent work and economic growth, Industry, innovation and infrastructure

Open Access status: hybrid

Estimated APC paid: $4,440