A3 Book section, Chapters in research books
Software Startup Education : Gamifying Growth Hacking (2020)

Kemell, Kai-Kristian; Feshchenko, Polina; Himmanen, Joonas; Hossain, Abrar; Jameel, Furqan; Puca, Raffaele Luigi; Vitikainen, Teemu; Kultanen, Joni; Risku, Juhani; Impiö, Johannes; Sorvisto, Anssi et al. (2020). Software Startup Education : Gamifying Growth Hacking. In Nguyen-Duc, Anh; Münch, Jürgen; Prikladnick, Rafael; Wang, Xiaofeng; Abrahamsson, Pekka (Eds.) Fundamentals of Software Startups : Essential Engineering and Business Aspects. Cham: Springer, 269-277. DOI: 10.1007/978-3-030-35983-6_16

JYU authors or editors

Publication details

All authors or editors: Kemell, Kai-Kristian; Feshchenko, Polina; Himmanen, Joonas; Hossain, Abrar; Jameel, Furqan; Puca, Raffaele Luigi; Vitikainen, Teemu; Kultanen, Joni; Risku, Juhani; Impiö, Johannes; et al.

Parent publication: Fundamentals of Software Startups : Essential Engineering and Business Aspects

Parent publication editors: Nguyen-Duc, Anh; Münch, Jürgen; Prikladnick, Rafael; Wang, Xiaofeng; Abrahamsson, Pekka

ISBN: 978-3-030-35982-9

eISBN: 978-3-030-35983-6

Publication year: 2020

Pages range: 269-277

Number of pages in the book: 343

Publisher: Springer

Place of Publication: Cham

Publication country: Switzerland

Publication language: English

DOI: https://doi.org/10.1007/978-3-030-35983-6_16

Open Access: Publication channel is not openly available

Abstract

Marketing is a vital activity for software startups as they seek high growth. A specific type of digital marketing, growth hacking, in particular has attracted a lot of attention in software startups. Growth hacking is about utilizing low-cost marketing practices and existing platforms to rapidly increase the user count of a service. Though topics related to growth hacking such as marketing on a general level have been extensively studied in the past, growth hacking has not seen much direct interest in the academia thus far. As a result, we currently have few tools to teach growth hacking in startup education. In this chapter, we present two board games intended to serve as an introduction to growth hacking.

Keywords: startup companies; software sector; growth companies; marketing; marketing planning; digital marketing; business; gamification; company establishment

Free keywords: growth hacking; startup education; startup gamification; software startup

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2020

Preliminary JUFO rating: 2