Failure: Perspectives and prospects in marketing and consumption theory
本文梳理营销理论中失败的概念，借鉴其他学科对失败的新思考，提出研究失败的新方向，超越将其视为服务接触中破坏性现象的局限。
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.