Marketing Science Intensive featuring Sandy Jap, Emory University
As more commerce migrates online, third party sales platforms such as Amazon, eBay, Alibaba, and Walmart provide wider selection and purchasing options for customers. Unfortunately, they also present greater risk in terms of unknown and unauthorized sellers who may not provide quality experiences aligned with customers’ expectations of a brand. As more and more commerce migrates online, every distribution intensive, business-to-business sales organization will face rogue reseller activity, if they have not already. In this session, Sandy Jap (Emory University) will describe the channel war that is afoot and the forces that are fueling its development. Importantly, she provides a broader framework and arrays a range of options for how firms can deal with the problem of rogue third-party sales on ecommerce platforms.
Pre event - February 4: Pre reads and preparation exercises sent out to attendees one week before the event.
|12:45 p.m.||Workshop room opens|
|1:00 – 1:15||Kickoff and Introduction|
|1:15 – 2:15||Presentation, discussion, and hands on exercises|
|2:15 – 2:30||Questions, takeaways, and wrap up|
|2:30||Session ends. Post event Q&A|