Failure is a stepping stone for success

Susana Costa e Silva, Miguel Filipe Silva

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)


On the basis of a number of case studies of social marketing that did not fully succeed in Guinea-Bissau, extensive research was carried out to determine the causes of failure. These cases revealed several difficulties encountered when implementing the projects, despite all good intentions. Refinements and fine-tuning of existing social marketing tools have been brought to light, looking for indications of the causes of unsuccessful outcomes in the cases studied. A risk analysis was used in an attempt to pragmatically produce a framework able to fully address the final social behavioral change envisaged. As a result of this analysis, some contributions for a breakthrough in social marketing frameworks have been provided, namely the importance of the diagnosis of the problem, in which cultural differences between beneficiaries and promoters play a central role.
Original languageEnglish
Pages (from-to)153-179
Number of pages27
JournalInternational Review on Public and Nonprofit Marketing
Issue number2
Publication statusPublished - Nov 2012


  • Change behavior models
  • Development aid
  • Guinea-Bissau
  • Poverty
  • Risk analysis
  • Social marketing


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