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Keywords: Vulnerable communities
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Journal Articles
“Beyond our bubble”: bridging marketing classrooms and communities experiencing vulnerabilities
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (2): 494–509.
Published: 12 January 2026
... on more than five years of engagement, including immersive and observational experiences with vulnerable communities in a Southeast Asian context, the author(s) reflect on how these encounters reshaped the teaching. Findings The author(s) distill their learning into three principles: (1) Embodied...
