Edited by Thyra Uth Thomsen, Professor, Copenhagen Business School, Adam Lindgreen, Professor, Copenhagen Business School, Denmark and Extraordinary Professor, Gordon Institute of Business Science, University of Pretoria, South Africa, Annemette Kjærgaard, Professor, Copenhagen Business School, Denmark, Eleri Rosier, Reader, Cardiff Business School, Cardiff University and Aybars Tuncdogan, Associate Professor, King's College London, UK