Failure is a stepping stone for success

  • Susana Costa e Silva
  • Miguel Filipe Silva
Original Article


On 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.


Social marketing Change behavior models Risk analysis Development aid Poverty Guinea-Bissau 


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Copyright information

© Springer-Verlag 2012

Authors and Affiliations

  1. 1.School of Economics and ManagementCatholic University of PortugalPortoPortugal
  2. 2.European Commission Project Manager/Cooperation for Guinea-Bissau Development & CEAUP – Center of African StudiesUniversity of PortoPortoPortugal

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