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Failure is a stepping stone for success

dc.contributor.authorSilva, Susana Costa e
dc.contributor.authorSilva, Miguel Filipe
dc.date.accessioned2014-06-05T14:34:29Z
dc.date.available2014-06-05T14:34:29Z
dc.date.issued2012
dc.description.abstractOn 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.versioninfo:eu-repo/semantics/publishedVersion
dc.identifier.citationSILVA, 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. 153-179por
dc.identifier.doi10.1007/s12208-012-0084-2
dc.identifier.issn1865-1984
dc.identifier.urihttp://hdl.handle.net/10400.14/14491
dc.language.isoengpor
dc.peerreviewedyespor
dc.publisherSpringerpor
dc.subjectSocial marketingpor
dc.subjectChange behavior modelspor
dc.subjectRisk analysispor
dc.subjectDevelopment aidpor
dc.subjectPovertypor
dc.subjectGuinea-Bissaupor
dc.titleFailure is a stepping stone for successpor
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage179
oaire.citation.startPage153
oaire.citation.titleInternational Review on Public and Nonprofit Marketing
oaire.citation.volume9
person.familyNameSilva
person.familyNameSilva
person.givenNameSusana C.
person.givenNameMiguel Filipe
person.identifierE-2200-2014
person.identifier.ciencia-id5818-1A55-F727
person.identifier.ciencia-id921C-933F-063D
person.identifier.orcid0000-0001-7979-3944
person.identifier.orcid0000-0001-6401-1444
person.identifier.ridE-2200-2014
person.identifier.ridT-2969-2017
person.identifier.scopus-author-id37076829400
rcaap.rightsrestrictedAccesspor
rcaap.typearticlepor
relation.isAuthorOfPublication42214927-65c3-42a2-98ea-ae8c3a3eae19
relation.isAuthorOfPublicationf9666280-c67f-49a5-9990-fbeece399b20
relation.isAuthorOfPublication.latestForDiscovery42214927-65c3-42a2-98ea-ae8c3a3eae19

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