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Failure: Perspectives and Prospects in Marketing and Consumption Theory
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2021 (English)In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 21, no 2, p. 277-286Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
2021. Vol. 21, no 2, p. 277-286
Keywords [en]
Consumer culture theory, customer dissatisfaction, failure, failure studies, service failure
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-191548DOI: 10.1177/1470593121992539OAI: oai:DiVA.org:su-191548DiVA, id: diva2:1539735
Available from: 2021-03-25 Created: 2021-03-25 Last updated: 2022-02-25Bibliographically approved

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Östberg, Jacob

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