Leveraging Opportunities and Managing Risks in Marketing Research.

The author, who is editor in chief of the publication, discusses the aims of the incoming editorial panel with respect to strengthening the journal and improving the reliability and relevance of the research it publishes. She discusses the importance of research that is of use to marketing stakeholders, the value of research that draws on more than one method and/or more than one data source, and the problem of credibility and transparency of research in the marketing field.