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The Conversation USA

The Conversation USA

The best way to deal with failure

  • Written by Selin Malkoc, Associate Professor of Marketing, The Ohio State University
imageCoca-Cola executives Robert C. Goizueta and Donald R. Keough toast cans of 'New Coke' – a product rollout that's considered one of the biggest business blunders of all time.AP Photo/Marty Lederhandler

Failure is a part of life, and we make mistakes pretty much every day. How do we cope? Or better yet, how should we cope?

Academics and the main...

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