TY - JOUR
T1 - Failure is a stepping stone for success
AU - Silva, Susana Costa e
AU - Silva, Miguel Filipe
N1 - Copyright:
Copyright 2012 Elsevier B.V., All rights reserved.
PY - 2012/11
Y1 - 2012/11
N2 - 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.
AB - 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.
KW - Change behavior models
KW - Development aid
KW - Guinea-Bissau
KW - Poverty
KW - Risk analysis
KW - Social marketing
UR - http://www.scopus.com/inward/record.url?scp=84866730508&partnerID=8YFLogxK
U2 - 10.1007/s12208-012-0084-2
DO - 10.1007/s12208-012-0084-2
M3 - Article
AN - SCOPUS:84866730508
SN - 1865-1984
VL - 9
SP - 153
EP - 179
JO - International Review on Public and Nonprofit Marketing
JF - International Review on Public and Nonprofit Marketing
IS - 2
ER -