Gebze Teknik Üniversitesi, İşletme Fakültesi, Strateji Bilimi Bölümü

Published 2018-09-02

How to Cite

AYAR ŞENTÜRK, H. (2018). LEARNING FROM CUSTOMER EXPERIENCES: INTELLIGENT FAILURES STRONG BRANDS. Business & Management Studies: An International Journal, 6(2), 730–751. https://doi.org/10.15295/bmij.v6i2.275


Failures are not always the outcome of an imperfect engineering, design or sales activity. While there are hundreds of bad movies that have reached cult status by movie lovers and have achieved great financial success, there are hundreds of better movies that were a failure at box office. In this sense, it is very important for brands to identify, analyze and consciously experience their negative actions that cause dissatisfaction with the targetted market. However, despite the growing belief that failures will produce valuable and unique new knowledge, it is often stated that there is not much proceeded on this area to explain the learning process from failures and that more research is needed. The purpose of this study is, by examining various brand stories; i) presenting a road map of how businesses can use failures as a source of learning so as not to go into rigor mortis in businesses, ii) revealing elements that prevent the development of learning skills from failures, and iii) discovering ways to overcome these obstacles. Thus, it is expected that this study will contribute to empirical and experimental studies on learning from failures.


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