Highway to hell or paradise city? Exploring the role of growth hacking in learning from innovation failure

The purpose of this study is to conceptualize the role of growth hacking, a data-driven iterative experimentation process, in minimizing the likelihood of innovation failure within firms. Drawing upon existing literature on innovation and growth hacking, we provide a conceptual background to frame our research. To investigate this phenomenon, we employ a qualitative approach that combines the Gioia method and phenomenography. Our primary data source consists of in-depth interviews conducted with managers and practitioners who possess extensive experience in innovation management and growth hacking. Through a systematic inductive concept development approach and a multilevel analysis, we develop a novel conceptualization that illustrates how growth hacking strategies can be effectively implemented across four levels of analysis: market, organization, project, and product. Our findings highlight the importance of adopting growth hacking practices to minimize the likelihood of innovation failure in each of these domains. From a practical perspective, we offer recommendations on the strategies that companies should employ to effectively learn from the challenges associated with innovation. By leveraging these insights, firms can enhance their ability to overcome potential obstacles and optimize their innovation processes.