Work

Failure: Perspectives and prospects in marketing and consumption theory

Year: 2021

Type: editorial

Abstract: Failure is ubiquitous in popular and consumer culture. In this commentary, we interrogate discourses around failure and outline potential avenues of inquiry for the marketing and consumption theory disciplines. We begin by synthesizing how failure has hitherto been conceptualized in marketing theory. Then, we discuss how recent rethinking of failure in other disciplines can be meaningful for marketing thought, and propose a new agenda for marketing scholars for studying failure, that moves beyond studying failure as a primarily destructive phenomenon that arises predominantly in service encounters.

Source: Marketing Theory

DOI: 10.1177/1470593121992539

Authors: Dannie Kjeldgaard, Mikkel Nøjgaard, Benjamin Julien Hartmann, Matthias Bode, Frank Lindberg, Lena Mossberg, Jacob Östberg

Institutions: University of Southern Denmark, University of Gothenburg, Royal University for Women, Nord University, Stockholm University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W3129489041

Cites: 32

Cited by: 13

Related to: 10