Apprendre d'un échec commercial ? Analyser et interpréter cet échec : une condition nécessaire pas toujours satisfaite

Failure of a new product is sometimes thought as a learning tool. In this article, we give a complementary explanation to this question by focusing on a major step of the learning process : the analysis and the interpretation of failure by the people involved. This research mainly addresses one question : what are the factors which may explain that commercial failure can be ignored - the cause of it not being really investigated - and so wrongly understood ? A qualitative empirical research based on several interviews is used to answer that question. It shows the importance of affect, context and cognitive bias in the process of analysis and interpretation.