Frontiers is a new section positioned as a prestigious subbrand under the Marketing Science umbrella. Its purpose is to encourage and nurture timely research with potentially high impact in quantitative marketing with a differentiated format and review process. In this issue, we publish the first set of three papers in Frontiers. This editorial describes (i) the papers and how they fit the goals of Frontiers and (ii) the minor changes in the Frontiers’ review process to improve efficiency and consistency for both authors and the journal.

中文翻译：

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社论：边境部分的更新

Frontiers是一个新部门，被定位为Marketing Science旗下的著名子品牌。其目的是通过差异化的格式和审查流程来鼓励和培育对定量营销具有潜在影响的及时研究。在本期中，我们在Frontiers中发布了第一套三篇论文。这篇社论描述了（i）论文及其与Frontiers目标的契合度，以及（ii）Frontiers审稿过程中的细微变化，以提高作者和期刊的效率和一致性。