Editorial—Introducing A New Section—Marketing Science: Frontiers

<jats:p> Marketing Science has introduced a new section “Marketing Science: Frontiers,” focused on publishing timely research with high potential for impact. The section is positioned as “different, but equal” relative to regular Marketing Science with the same high quality standards, but differentiated contribution criteria and a shorter Science–like format to highlight the core contribution and maximize readability and impact. The section will encourage competition among authors for publishing timely and contemporaneously relevant research—undervalued attributes in traditional contribution evaluation—on topics with high impact potential. In exchange, it will accept papers that make major contributions on one “primary” dimension (methodological, modeling or substantive), with more relaxed thresholds on the non-primary dimensions compared to traditional top journals, and offer faster reviews and time to print. Authors benefit from the promise of first-mover impact rewards, while the field benefits from faster entry and larger volume of novel, timely and relevant ideas. The section will have a distinct editorial structure and a one round conditional accept/out review process. The editorial elaborates on the purpose of the section, its editorial structure and publication process. </jats:p>