Bricolage and Growth Hacking: Two Smart Concepts of Creating a Business Lacking Resources

Thomas Baaken, Liguang Liu and Lea Lapornik

A chapter in Next Generation Entrepreneurship from IntechOpen

Abstract: The chapter presents two smart concepts of creating a new business without or with only low budget. Thus, it applies particularly e.g., for either students, refugees and/or people from developing countries. "Bricolage" stands for a behaviour in which the actor solves problems using only available resources. Contrary to the resource-creating mentality, only the resources of the repertoire at hand are used. "Growth Hacking" as a new method, using digital approaches in particular, can achieve high sales in a short time. The relevance of data-driven marketing within the framework of a growth strategy. Working primarily with data is a promising strategy for companies that can effectively, efficiently and cost effectively using online tools or online-offline combinations to achieve their growth objectives. Thus, the two concepts are complementing each other by dedication to two different stages of a start-up process. Bricolage for creating the start-up and Growth Hacking for getting it successfully to the market and make it grow sustainably. The Chapter is describing the two concepts and their interdependence by offering a conceptual framework.

Keywords: Bricolage; Growth Hacking; Entrepreneurship of Students/Refugees/Developing Countries; Lacking Resources (search for similar items in EconPapers)
JEL-codes: L31 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:ito:pchaps:241366

DOI: 10.5772/intechopen.99391

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