Fee Fi Fo Fail: fairy stories for future failures

Research output: Contribution to journalComment/debatepeer-review

1 Citation (Scopus)


Once upon a time, failure was believed to be a very bad thing. It is now seen as a means of living happily ever after. For some fail-fans, it is a magic kingdom called Acadreamia, where missteps make marketers stronger. For others, it is a heinous haunted mansion, ReviewView, where recurring nightmares reside. An unembellished autoethnography, this essay tells the blood-curdling tale of the author’s failed attempt to write a bestseller about failure. A marketing monstrosity, it has few redeeming features.
Original languageEnglish
Pages (from-to)829-840
Number of pages12
JournalJournal of Marketing Management
Issue number9-10
Early online date1 Jun 2023
Publication statusPublished online - 1 Jun 2023

Bibliographical note

Publisher Copyright:
© 2023 Westburn Publishers Ltd.


  • Marketing
  • Strategy and Management
  • Autoethnography
  • Fail Better!
  • fear factor
  • fairy story
  • Failure


Dive into the research topics of 'Fee Fi Fo Fail: fairy stories for future failures'. Together they form a unique fingerprint.

Cite this