Abstract
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 language | English |
|---|---|
| Pages (from-to) | 829-840 |
| Number of pages | 12 |
| Journal | Journal of Marketing Management |
| Volume | 39 |
| Issue number | 9-10 |
| Early online date | 1 Jun 2023 |
| DOIs |
|
| Publication status | Published online - 1 Jun 2023 |
Bibliographical note
Publisher Copyright:© 2023 Westburn Publishers Ltd.
Keywords
- Marketing
- Strategy and Management
- Autoethnography
- Fail Better!
- fear factor
- fairy story
- Failure
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