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Science, serendipity and the contemporary marketing condition

Stephen Brown (School of Marketing, Entrepreneurship and Strategy, University of Ulster, Jordanstown, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 November 2005




The purpose of this commentary is to summarise developments in the science of serendipity and urge marketers to pay more attention to the incorrigible incalculability of commercial life.


Explains how luck is a crucial component of business success and argues, citing examples of Shelby D. Hunt and Ted Levitt, among others, that it is perhaps time to abandon our fixation with customer focus and start taking serendipity seriously


Fortune, clearly, favours the brand. Indeed, the history of management in general and marketing in particular reveals that serendipity plays a significant part in the commercial equation.


Highlights the latter day advances in the science of serendipity.



Brown, S. (2005), "Science, serendipity and the contemporary marketing condition", European Journal of Marketing, Vol. 39 No. 11/12, pp. 1229-1234.



Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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