Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.14/14491
Título: Failure is a stepping stone for success
Autor: Silva, Susana Costa e
Silva, Miguel Filipe
Palavras-chave: Social marketing
Change behavior models
Risk analysis
Development aid
Poverty
Guinea-Bissau
Data: 2012
Editora: Springer
Citação: SILVA, Susana Costa e ; SILVA, MIguel Filipe - Failure is a stepping stone for success. International Review on Public and Nonprofit Marketing. ISSN 1865-1984. Vol. 9 N.º 2 (2012), p. 153-179
Resumo: 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.
Peer review: yes
URI: http://hdl.handle.net/10400.14/14491
Aparece nas colecções:FEG - Artigos em revistas internacionais com Arbitragem / Papers in international journals with Peer-review

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