The Mission of Marketing Science

Introductory Comments As the new Editor-in-Chief for Marketing Science, it is a great pleasure to provide my first editorial. The objective of this editorial is to outline the strategy for Marketing Science and how it will be implemented. In particular, this editorial announces several new types of papers the journal will accept and why. Before doing so, however, we must all emphatically compliment my friend, Dr. Brian Ratchford, for the excellent job that he has done over the past four years as Editor-in-Chief of Marketing Science. Brian has left me in an enviable position. The next few issues of the journal are set with excellent articles; the journal’s prestige remains at an all-time high; the journal features prominent, dedicated area editors; and Brian has recruited remarkably well-qualified and strikingly motivated researchers for the editorial board. Brian has adroitly built on the previous fine work of Dr. Donald Morrison, Dr. Subrata Sen, Dr. John R. Hauser, and Dr. Richard Staelin, each of whom left his own valuable legacies for Marketing Science. The devotion of these researchers, numerous reviewers, and College on Marketing members have been important resources for the journal. My own experience suggests that Marketing Science reviews involve the most reflection of any journal.