GROWTH HACKING STRATEGY: CONCETTI ED APPLICAZIONE ANALIZZANDO IL CASO STUDIO NETFLIX

Surviving in the modern market is becoming increasingly complex for businesses that fail to be agile. To remain competitive in the long term, companies must constantly innovate and find new solutions to counter the imbalances caused by rapid changes. To do this, they must consistently discover new methods or strategies. The purpose of this thesis is to provide a concrete example of significant utility of Growth Hacking strategies by analyzing the Netflix case study. Applying growth hacking strategies to businesses is vital in today’s world in order to remain competitive and scale the market through innovation and experimentation supported by data-driven decisions. The first chapter provides an overview of the current external situation in the field of digital innovation and market competitiveness. The second chapter addresses the theoretical foundation for studying and implementing the phases that characterize Growth Hacking, along with the related approaches and various endogenous characteristics of the method. Within the third chapter , various concrete approaches to growth hacking strategies are proposed, examining their key aspects and core points for development. The fourth chapter present an analysis of the Netflix case study, starting with the strategy based on the AAARRR Funnel, examining step by step and presenting data on all the phases made by the company. As assumed in theory, this case demonstrates important benefits from the application of Growth Hacking. The fifth chapter covers the conclusions based on the case study, suggesting the application of the discussed method based on the current context.