Failure is a stepping stone for success

Susana Costa e Silva, Miguel Filipe Silva

Resultado de pesquisarevisão de pares

5 Citações (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.
Idioma originalEnglish
Páginas (de-até)153-179
Número de páginas27
RevistaInternational Review on Public and Nonprofit Marketing
Número de emissão2
Estado da publicaçãoPublished - nov 2012

Impressão digital

Mergulhe nos tópicos de investigação de “Failure is a stepping stone for success“. Em conjunto formam uma impressão digital única.