This issue features five articles on new challenges to expand Regulatory Focus Theory (RFT) for marketing management, of which some articles treat consumers’ regulatory focuses, while others treat firms’ regulatory focuses. They cover a wide range of topics, such as the effects of regulatory focuses on product, promotion, distribution, and electronic word-of-mouth. As highly advanced research, they are expected to laid the foundation of the RFT research in Japan. In addition to the invited peer-reviewed articles regarding RFT, this issue contains four other articles—an invited review article, an ordinary peer-reviewed article, a marketing case, and a book review.