Failure: Perspectives and prospects in marketing and consumption theory

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...

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Bibliographic Details
Published in:Marketing theory 2021-06, Vol.21 (2), p.277-286
Main Authors: Kjeldgaard, Dannie, Nøjgaard, Mikkel, Hartmann, Benjamin Julien, Bode, Matthias, Lindberg, Frank, Mossberg, Lena, Östberg, Jacob
Format: Article
Language:English
Subjects:
Business Administration
Consumer culture theory
customer dissatisfaction
failure
failure studies
Företagsekonomi
Marketing
service failure
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Summary: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.
ISSN:1470-5931
1741-301X
1741-301X
DOI:10.1177/1470593121992539