Publication
Failure is a stepping stone for success
| dc.contributor.author | Silva, Susana Costa e | |
| dc.contributor.author | Silva, Miguel Filipe | |
| dc.date.accessioned | 2014-06-05T14:34:29Z | |
| dc.date.available | 2014-06-05T14:34:29Z | |
| dc.date.issued | 2012 | |
| dc.description.abstract | 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. | por |
| dc.description.version | info:eu-repo/semantics/publishedVersion | |
| dc.identifier.citation | 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 | por |
| dc.identifier.doi | 10.1007/s12208-012-0084-2 | |
| dc.identifier.issn | 1865-1984 | |
| dc.identifier.uri | http://hdl.handle.net/10400.14/14491 | |
| dc.language.iso | eng | por |
| dc.peerreviewed | yes | por |
| dc.publisher | Springer | por |
| dc.subject | Social marketing | por |
| dc.subject | Change behavior models | por |
| dc.subject | Risk analysis | por |
| dc.subject | Development aid | por |
| dc.subject | Poverty | por |
| dc.subject | Guinea-Bissau | por |
| dc.title | Failure is a stepping stone for success | por |
| dc.type | journal article | |
| dspace.entity.type | Publication | |
| oaire.citation.endPage | 179 | |
| oaire.citation.startPage | 153 | |
| oaire.citation.title | International Review on Public and Nonprofit Marketing | |
| oaire.citation.volume | 9 | |
| person.familyName | Silva | |
| person.familyName | Silva | |
| person.givenName | Susana C. | |
| person.givenName | Miguel Filipe | |
| person.identifier | E-2200-2014 | |
| person.identifier.ciencia-id | 5818-1A55-F727 | |
| person.identifier.ciencia-id | 921C-933F-063D | |
| person.identifier.orcid | 0000-0001-7979-3944 | |
| person.identifier.orcid | 0000-0001-6401-1444 | |
| person.identifier.rid | E-2200-2014 | |
| person.identifier.rid | T-2969-2017 | |
| person.identifier.scopus-author-id | 37076829400 | |
| rcaap.rights | restrictedAccess | por |
| rcaap.type | article | por |
| relation.isAuthorOfPublication | 42214927-65c3-42a2-98ea-ae8c3a3eae19 | |
| relation.isAuthorOfPublication | f9666280-c67f-49a5-9990-fbeece399b20 | |
| relation.isAuthorOfPublication.latestForDiscovery | 42214927-65c3-42a2-98ea-ae8c3a3eae19 |
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