To boldly go…
Journal of the Academy of Marketing Science · 2022 · Volume 50 · Issue 1
DOI: 10.1007/s11747-021-00822-x
Abstract
With this issue,JAMSbegins its 50thannual trip around the sun. As such, it seems a good time to reflect on what the journal has accomplished to date as well as speculate upon what the future may hold. The timing is particularly precipitous for the two of us (John Hulland and Mark Houston), as we have just completed three years as editors of the journal and are now embarking on our second three-year mission.Footnote1Below, we provide a brief, historic review of the journal, describe current initiatives, and then discuss what the future may entail.
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