Purpose 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. Design/methodology/approach 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 Findings 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. Originality/value Highlights the latter day advances in the science of serendipity.
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Stephen Brown (2005) studied this question.
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