Editorial

Abstract

New perspectives on digital marketing, social entrepreneurship and serendipity in entrepreneurial marketing In 2016, our publisher Emerald made a number of positive changes to the publication scheduling of their journals, and JRME is affected by these as of 2017.In recent years, reader behaviour has become primarily focussed on digital access, with journal content now overwhelmingly discovered at an article level as opposed to browsing of online or print issues.In the past, the editorial has often been used to draw together commentary and often expand upon themes within an issue.Online readership and discovery of articles on an individual level has seen the more traditional editorial decline in impact and readership in recent years.Instead of the conventional commentary on the contents of the issue which you will find below for this issue, the editorial may evolve into a less frequently published, longer review-type article focussing on current topics or themes at the interface of marketing and entrepreneurship.So in the future, I will have a section on our webpage called "ER -Editorial Reflections".The exception will be editorials for special issues which, for obvious reasons, do benefit from commentary by guest editors about the theme(s) in those issues.Thus, for special issues, we will continue to publish issue-specific editorials.You'll be delighted to learn that we have one of those forthcoming in 2018 -Volume 20, Issue 1 on "Business Model Canvas and its use in Entrepreneurial Marketing".This issue features six full articles covering a wide range of topics related to entrepreneurial marketing but predominantly split into three areas: new perspectives on digital marketing, social entrepreneurship (local and national issues) and serendipity in entrepreneurial marketing (EM).In recent years, much has been written (and published in JRME as well as others) about the rural and urban divide (Kannampuzha and Suoranta, 2016;

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