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This scoping review aims to explore how “food media”, “food messages” and “food content” are referred to in scholarly writing to enhance a shared understanding and comparability.

Following the PRISMA, ScR-guidelines, four scientific databases were screened on published manuscripts in academic journals, books and doctoral theses mentioning food media, content and messages within the prevalent meaning as in human communication.

Of the 376 included manuscripts, only a small minority (n = 7) provided a conclusive definition of at least one of the three earlier-mentioned concepts; 40 others elucidated some aspects of food media, messages or content; however, they emphasized different and, sometimes even, contrasting aspects. In addition, the review explores in which disciplines the manuscripts mentioning food media, messages or content occur, which methodologies are used and what target groups and media are most common.

Based on this aggregated information, a definition of food media, messages and content is proposed, aiming to enhance the comparability of diverse academic sources. This contribution invites scholars to critically reflect on the included media and content types when comparing studies on food media, messages or content.

DRAGONS represent times far away and marvellous, where none of the ordinary work‐a‐day worries can torment mankind. In Dragon‐Land there are turreted castles, feasts of nightingale tongues, and pomegranates served in golden bowls. Here all men are the bravest of knights, victorious in battle and love, and all women are beautiful and gentle, and wait for lovers in hidden gardens of roses and lime trees, the while they weave tapestries of unicorns and wyverns.

The challenge of unforeseen uncertainties in exploratory projects requires the lead firm in a project alliance to effectively manage exploratory co-innovation. The purpose of this paper is to investigate the types of capabilities a lead firm required in exploratory projects and how these capabilities enable the exploratory innovation of the project alliance.

A multiple-case study was done to provide empirical evidence for the rationale of the capabilities of the lead firm. The provided analysis used abductive reasoning of two typical exploratory projects in China.

This paper identifies two types of capabilities: innovation-related capabilities and network-related capabilities. Furthermore, a process model of the capabilities of the lead firm is developed that enables exploratory co-innovation in a project alliance. The capabilities of the lead firm input varied at four different stages.

Innovation-related capabilities and network-related capabilities could form the foundation for the lead firm in an exploratory project alliance. This will enable an exploratory co-innovation and collaboratively overcome the barriers of exploratory projects.

Although exploratory project attracts extensive attention for its unique characteristics and universal value, there is limited amount of research on the context of joint exploratory projects. This study starts from the role of lead firm in an exploratory project alliance, contributes toward the comprehension of the link between the lead firm’s capabilities and the process of exploratory co-innovation. The findings will be of value in supporting the management of exploratory innovation in a project alliance.

The purpose of this paper is to test Luna and Gupta’s (2001) investigative framework on the interaction of cultural values and consumer behaviour by conducting a cross-cultural comparison of young wine consumers’ interpretation of images of champagne and sparkling wine. The research examined consumer responses to the images through the prism of the relationship between symbolism, ritual and myth, as well as other related values.

In a series of focus groups with consumers from four anglophone countries (the USA, New Zealand, Australia and the UK), six images of champagne and sparkling wine were used as stimuli to encourage affective and cognitive perspectives on the topic.

Overall, the UK market showed distinct differences from the other markets, due very much to its cultural context. The UK consumers valued traditional advertising; focused mainly on the product itself; and did not associate champagne with fun. Respondents from the New World focused on the general impression of the image and on enjoyment and fun associated with consumption of champagne and sparkling wine.

The most crucial implication of this research is the cultural variation in consumer perceptions of champagne and sparkling wine and the impact that it has upon marketing strategies on how to market this product category to younger consumers in different markets.

This research contributes to the study of cultural values and consumption behaviour, as well as image effectiveness in forming perceptions of the product category.