How to Win the New Channel War on Amazon and 3rd Party Platforms
Sandy Jap, Emory University, and Jessica Knopp, Vorys eControl
Third party sales platforms such as Amazon, eBay, Alibaba, and Walmart provide wider selection and purchasing options for customers, but unknown and unauthorized sellers may not provide quality experiences aligned with customers’ expectations of a brand. As more commerce migrates online, every distribution intensive, business-to-business sales organization will face rogue reseller activity, if they have not already.
In this Marketing Science Intensive, Sandy Jap, Emory University, provides a broad framework to understand the channel war and the forces that are fueling it. With Jessica Knopp, she presents a range of options for how firms can deal with the problem of rogue third-party sales on ecommerce platforms.
Sandy Jap is Sarah Beth Brown Endowed Professor of Marketing at Emory University, and author of Partnering with the Frenemy and A Field Guide to Channel Strategy.
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