February 11, 2010
December 31, 2020
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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.