Introduction : cultural embedding / Eldar Bråten -- Ethnic experience and global horizons : batik entrepreneurs on a tourist beach in Malaysia / Ingrid Rudie -- Young professionals in urban Java : youth cultures and the imaginary forms of the 'new economy' / Lars Gjelstad -- Gender and moralities of work on Jimbaran Bay, South Bali / Anette Fagertun -- Approaching entrepreneurship : female ambivalence towards expectations of modernity in Malaysia / Solgunn F. Olsen -- The superior Thai-western relationship : a culturally negotiated re-embedding practice / Kristianne Ervik -- Muslim healers in a Hindu context : a Hadrami Arab healing group on Bali / Frode F. Jacobsen -- Courage and trust : from penniless transmigrant to affluent smallholder (and back) in Indonesian Borneo / Olaf H. Smedal -- Struggle for progress : street youth entrepreneurship in Yogyakarta, Indonesia / Ingvild Solvang -- Malaysian Indian enterprises, the means to other business / Nils Hidle -- Building a moral economy : the historical success of Hadrami Sada in Singapore / Leif Manger -- Embedded micro-businesses : trust, incorporation and scaling in Javanese 'family firms' / Eldar Bråten -- Cash, culture and social change : why don't Chewong become entrepreneurs? / Signe Howell and Anja Lillegraven.