Editorial: "Marketing Science": A Strategic Review

Marketing Science is in a great competitive position with a strong editorial board and infrastructure support. This editorial summarizes the state of the journal as perceived by its stakeholders. They believe that the journal should strive to remain a premier international journal and embrace diverse topics, methods, and foci. It should continue to draw upon allied fields while being open to the various methods and philosophies as recognized in those fields. It should strive to avoid silos and embrace applications and relevance while not sacrificing rigor. The path may not be easy, but we can move forward successfully. We highlight potential threats to success and recommend how the journal might overcome those threats.