Purpose - This paper examines how business schools can respond to calls to increase their impact by effectively leveraging experiential learning approaches that address complex societal issues. It develops a comprehensive framework that categorizes student roles in experiential learning for...

This chapter explores the role of experiential marketing, emotional connection, and handicrafts in promoting sustainable and culturally rooted tourism in cross-border regions. Focusing on the Euro-Region of Galicia and Northern Portugal, the chapter highlights how co-created and sensory-rich...

Experiential Marketing (EM) is an emerging marketing strategy that can profoundly impact global shopping. It grabbed so much attention that marketers began investing in technologies to revolutionize the future of the shopping experience. EM helps marketers interact at the customer level and help...

The dominance of quantitative research methods in business is evolving as modern market complexities demand a more comprehensive approach that integrates qualitative insights. This chapter presents the successful application of qualitative research in understanding experiential marketing...