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.

中文翻译：

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失败：市场营销与消费理论的观点与前景

在大众文化和消费文化中，失败无处不在。在这篇评论中，我们审视了关于失败的论述，并概述了营销和消费理论学科的潜在探究途径。我们首先综合总结迄今为止在营销理论中如何将失败概念化。然后，我们讨论了其他学科最近对失败的重新思考如何对营销思想有意义，并为营销学者提出了研究失败的新议程，该议程超越了将失败作为主要破坏性现象的研究范围，而失败主要发生在服务遭遇中。