The authors wish to thank Jerome Williams and Andrew Lindridge for their comments on an earlier version of this manuscript, and Lizette Vorster for visually representing the 'bridge' we had in mind. We also thank the Special Issue editors and the two anonymous reviewers for their insightful recommendations on developing this manuscript.

This paper investigates how foodies' adoption of New Nordic Food enables them to combine aesthetic and moral cosmopolitanism ideals. It demonstrates that consumers integrate aesthetic and moral cosmopolitan discourses through two complementary processes: the re-aesthetization of nature and the re-moralization of the exotic. These processes combine in a cosmopolitan interest for one of the last unexplored foreign contexts: nature. The findings of this paper contribute to existing research by showing that moral cosmopolitanism reflects a more individualized and less engaged form of consumption than ethical consumption. They illustrate how urban consumers perform distinction in contexts where nature is the most exotic unexplored context, highlighting further the reterritorialization of global cosmopolitan consumption, where food trends can only be consumed authentically in their context of origin. Finally, this paper shows how moral cosmopolitanism can support consumers who acknowledge the need for ethical consumption yet struggle with its adoption.

Purpose: Studying the cultural dynamics of expatriate amateur theater in Brussels, this paper investigates multicultural marketplace development in global cities. Design/methodology/approach: The paper performs an interpretive analysis of the expatriate amateur scene from an ethnographic perspective, combining observations of rehearsals and performances, indepth interviews with actors, directors and audience, and secondary data. Findings: The fluidity of global cities allows their inhabitants to engage in creative processes of cultural experimentation, performing a continuous back-and-forth movement between hybridization and pluralization. The former creates enough homogeneity for the expatriates to feel targeted; the latter ensures a level of cultural diversity necessary to satisfy their cosmopolitan aspirations. Practical implications: The paper points to the important role of global cities for cultural experimentation. Such cities are not only an interesting market for culturally diverse products, but also experimental hubs. Managers willing to address multicultural marketplaces might target these markets with dynamic cultural offers that ensure a balance between rendering a product globally appreciated and recognizable, and maintaining a cosmopolitan appeal for consumers in search of diversity. Originality/value: Drawing on global cities as markets in continuous reconstruction and subject to cultural experimentation, the paper turns the attention of the research community to the collective, reflexive, and experimental aspects of symbolic consumption. It shows how arts and cultural products represent valuable contexts for international marketing research, providing original insights into market dynamics and cultural experimentation.

This paper shows that international entrepreneurship and immigrant entrepreneurship increasingly intersect in a global world. Both research streams address cross-border entrepreneurial activity in parallel to each other. International entrepreneurship focuses on outgoing entrepreneurial activity, while immigrant entrepreneurship mainly considers incoming entrepreneurial activity. This paper critically discusses such a dichotomy, highlighting how differentiating immigrant entrepreneurs and international entrepreneurs perpetuates orientalist assumptions about cross-border business activity. Focusing on entrepreneurship as behaviour, the paper proposes an alternative perspective to crossborder entrepreneurship, discussing cross-border opportunity identification and exploitation between an entrepreneur's country of residence and a foreign country. This perspective provides a number of avenues for further research open for scholars in the field of entrepreneurship to investigate either alone or in collaboration with other disciplines.

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