Conferences

Marketing Science Intensive: How to Win the New Channel War on Amazon and Third Party Platforms

Overview

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. 

Agenda

02/11/2020

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

Speakers

Sandy Jap

Emory University

View Bio

Sandy Jap

Sandy Jap is the author of Partnering with the Frenemy, a book on the dark side of business relationships and A Field Guide to Channel Strategy, a how-to book on going to market strategy. She is the Sarah Beth Brown Endowed Professor of Marketing at the Goizueta Business School at Emory University and has published widely across the top academic journals in marketing and management science.  In 2010 she co-launched the Marketing Analytics Center and is a former faculty member at the MIT Sloan School of Management and the Wharton School.  She is an expert on business-to-business management, channels of distribution, and go-to-market strategies. She is currently a co-editor at Marketing Letters.  In 2016, she received a Lifetime Achievement Award from the American Marketing Association (AMA) Interorganizational Special Interest Group (IOSIG) for her long-term contributions and service to the academy and profession as well as her sustained record of research excellence.  She was also named a fellow at the Institute for the Study of Business Markets (ISBM) at the Pennsylvania State University and the Direct Selling Education Foundation (DSEF). 

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