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dc.contributor.authorKjeldgaard, Dannie
dc.contributor.authorNøjgaard, Mikkel
dc.contributor.authorHartmann, Benjamin Julien
dc.contributor.authorBode, Matthias
dc.contributor.authorLindberg, Frank
dc.contributor.authorMossberg, Lena
dc.contributor.authorÖstberg, Jacob
dc.identifier.citationKjeldgaard, D., Nøjgaard, M., Hartmann, B. J., Bode, M., Lindberg, F., Mossberg, L. & Östberg, J. (2021). Failure: Perspectives and prospects in marketing and consumption theory. Marketing Theory. doi:en_US
dc.descriptionAuthor's accepted version (postprint).en_US
dc.descriptionThis is an Accepted Manuscript of an article published by Sage in Marketing Theory on 11/02/2021.
dc.descriptionAvailable online:
dc.description.abstractFailure 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.en_US
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internasjonal*
dc.subjectconsumer culture theoryen_US
dc.subjectcustomer dissatisfactionen_US
dc.subjectfailure studiesen_US
dc.subjectservice failureen_US
dc.titleFailure : Perspectives and prospects in marketing and consumption theoryen_US
dc.typePeer revieweden_US
dc.typeJournal articleen_US
dc.subject.nsiVDP::Samfunnsvitenskap: 200en_US
dc.source.journalMarketing Theoryen_US

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Attribution-NonCommercial-NoDerivatives 4.0 Internasjonal
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivatives 4.0 Internasjonal