The pursuit of sustainable and accelerated growth in small- and medium-sized enterprises (SMEs) can be effectively promoted through the application of Growth Hacking (GH) strategies. Improving the performance of GH practices within SMEs has therefore emerged as a critical objective for both practitioners and researchers. Drawing on the theoretical foundations of the Technology-Organization-Environment (TOE) framework, this article proposes an integrated analytical model to explore the determinants of GH performance in SMEs. Based on a sample of SMEs actively engaged in GH initiatives, the research will employ fuzzy-set qualitative comparative analysis (fsQCA) to examine the configurational relationships between technological, organizational, and environmental factors that influence GH outcomes. It is expected that: (1) no single condition will be sufficient on its own to achieve high GH performance; (2) multiple and equally effective combinations of internal and external factors will lead to successful outcomes, supporting the principle of equifinality; and (3) key technological capabilities, such as digital transformation and data analytics, along with organizational adaptability and responsiveness to environmental dynamism, will emerge as critical elements in successful configurations. Furthermore, relying solely on technology adoption or external market conditions may prove insufficient to maximize GH performance without appropriate organizational adaptation. These findings enrich the current understanding of the complex mechanisms influencing GH performance and offer practical insights for SMEs wishing to design more effective and resource-efficient growth strategies.
Overall, this research is expected to make a threefold contribution. First, it enriches the theoretical foundations of GH research by applying and extending the TOE framework in a configurational context. Second, it advances methodological practice by employing fsQCA to uncover complex causal relationships often missed by traditional methods. Third, it provides actionable insights for practitioners and policymakers by identifying strategic pathways to optimize GH practices according to different organizational contexts and resource profiles.