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While it is essential to further research the growing diversity in western metropolitan cities, little is currently known about how the members of various ethnic communities acculturate to multicultural societies. The purpose of this paper is to explore immigrants’ cosmopolitanism and acculturation strategies through an analysis of the food consumption behaviour of ethnic consumers in multicultural London.

The study was set within the socio-cultural context of London. A number of qualitative methods such as in-depth interviews, observation and photographs were used to assess consumers’ acculturation strategies in a multicultural environment and how that is influenced by consumer cosmopolitanism.

Ethnic consumers’ food consumption behaviour reflects their acculturation strategies, which can be classified into four groups: rebellion, rarefaction, resonance and refrainment. This classification demonstrates ethnic consumers’ multi-directional acculturation strategies, which are also determined by their level of cosmopolitanism.

The taxonomy presented in this paper advances current acculturation scholarship by suggesting a multi-directional model for acculturation strategies as opposed to the existing uni-directional and bi-directional perspectives and explicates the role of consumer cosmopolitanism in consumer acculturation. The paper did not engage host communities and there is hence a need for future research on how and to what extent host communities are acculturated to the multicultural environment.

The findings have direct implications for the choice of standardisation vs adaptation as a marketing strategy within multicultural cities. Whilst the rebellion group are more likely to respond to standardisation, increasing adaptation of goods and service can ideally target members of the resistance and resonance groups and more fusion products should be exclusively earmarked for the resonance group.

The paper makes original contribution by introducing a multi-directional perspective to acculturation by delineating four-group taxonomy (rebellion, rarefaction, resonance and refrainment). This paper also presents a dynamic model that captures how consumer cosmopolitanism impinges upon the process and outcome of multi-directional acculturation strategies.

The purpose of this paper is to make the reader think about the consequences of food scarcity and how science would deal with the situation portrayed through Dr Spock's Food Festival set in Tokyo 2050.

The paper takes the form of a trends analysis perspective.

The authors explain the circumstances (or drivers) of how food scarcity would lead to particular future state. The paper portrays eight driving forces from increased urbanisation to a knowledgeable society.

What if it did occur as molecular gastronomy and the desire for new experiences are core values of today's restaurant industry.

Social media has been gaining importance in recent years as an integral part of entrepreneurs’ business and marketing strategies. At the same time, the entrepreneurial use of social media can lead to dark and negative consequences. This aspect has received less attention in the literature so far. The purpose of this study is to advice entrepreneurial practitioners to balance the sides of pros and cons as being an inherent reality to acknowledge the full scenario of business life and the interplay of diverse influences.

The qualitative interviews focused on the dark side experiences of micro-entrepreneurs on social media and on strategies to protect their private identities and businesses from those dark side effects. For the theoretical classification of dark side experiences, the framework of Baccarella et al. (2018) was used and adapted based on the experiences reported.

To the best of the authors’ knowledge, the study is one of the first to provide an understanding of the negative experiences micro-entrepreneurs face on social media. The research showed the relevance of five out of the seven dark-side building blocks and identified time as a further influential aspect. Thereby, the authors learn to comprehend the negative sides of social media for micro-operated businesses. The findings highlight the need to understand entrepreneurial social media use with simultaneously negative hazards and economic and social challenges. Addressing the entanglement of the entrepreneurial and private selves of micro-entrepreneurs, the findings demonstrate entrepreneur’s attempts of distancing or cleaning the negativity from their private identities and their businesses.

This paper problematizes dark sides as critical elements in entrepreneurial practice, which are too often neglected when discussing entrepreneurial marketing in general and entrepreneurship in social media specifically. The self is always captured between two sides, including the problematic (“dark”) and the bright.

This article advances a conceptual typology delineating the differences and similarities between business- and social-sector new venture creators. Our classification scheme differentiates business and social entrepreneurs, considering characteristics of social entrepreneurs in a larger entrepreneurial context.Within a conceptual 2x2 typology based on two dimensions: drive (passion vs. business) and desired return (financial ROI vs. social ROI), we identify and classify 80 examples of new venture creators into one of the quadrants of an enterprise model of entrepreneurs. Preliminary results reveal similarities between social and traditional entrepreneurs and differentiate social entrepreneurs in terms of traits, goals, tendencies, and motivational sources.