hero image
Sandy Jap - Emory University, Goizueta Business School. Atlanta, GA, US

Sandy Jap Sandy Jap

Sarah Beth Brown Professor in Marketing | Emory University, Goizueta Business School





Sandy Jap holds the Sarah Beth Brown Endowed Professorship of Marketing Chair. She joined the faculty in 2001 and prior to that was on the faculty at the Sloan School at MIT and the Wharton School at the University of Pennsylvania. She has published widely on the development of organizational relationships, go-to-market strategies, and e-procurement. She 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 an international speaker, expert witness, and consultant to a wide range of industries and firms.

Sandy has won numerous awards for her impact on the field and the work has received significant attention from the academic community and the marketplace, including The Wall Street Journal,CFO Magazine, and Harvard Business Review. She is an editorial board member at leading marketing journals, a visible leader in the marketing discipline,

She teaches channel strategy and retailing management for MBA, executive, and undergraduate programs, and the marketing strategy seminar in the PhD program. She is a co-founder of the Emory Marketing Analytics Center (MAC). She received her PhD from the University of Florida (Go Gators!) and enjoys spending time with her kids. Tennis, red wine, and Cape Cod summers come in a very close second.

Areas of Expertise (8)

B2B Relationship Management



High Technology





Education (2)

University of Florida: Ph.D., Marketing

University of Florida: B.Sc., Marketing

Media Appearances (9)

Disney’s Streaming Push Turned Amazon Into Its Frenemy

Bloomberg  online


When Walt Disney Co. launched its new streaming service last week, it had a key partner: Amazon.com Inc.
Many consumers connected to Disney+ through the tech giant’s Fire TV digital media players. And Amazon Web Services helped deliver Disney’s movies and TV shows to viewers through its cloud-computing network. But Amazon is also Disney’s streaming competitor -- one of many so-called frenemies in the burgeoning market for online TV.

view more

The role of behavior in managing mergers

Emory Business  print


Despite corporate interest in M&As as a growth strategy, research indicates that financial returns on such deals often fall short of expectations.

view more

Marketing expert, author Sandy Jap to speak at Bedding Conference

Furniture Today  online


Marketing professor and author Sandy Jap will be one of the featured speakers at Furniture/Today’s upcoming Bedding Conference, set for May 10-12.

Jap, a professor of marketing at the Goizueta Business School at Emory University, will look at changing buying trends in the overall retail marketplace and in mattress industry, which includes the rise of online retailers. Her address is titled, “It’s not what consumers want to buy, it’s about how they buy.”...

view more

New semester brings new resources, programs and events across Emory

Emory News Center  online


New book: Sandy Jap, professor of marketing, is the author of "Partnering with the Frenemy: A Framework for Managing Business Relationships, Minimizing Conflict, and Achieving Partnership Success" (Pearson FT Press, Dec. 21, 2015). Jap's research focuses on helping to anticipate, prevent and solve the problems that lead close professional relationships to implode — applicable to businesses, nonprofits, government agencies, and any other group whose success depends on ongoing external partnerships...

view more

How to pick the perfect business partner

CNN  online

While it might seem logical to launch a new venture with someone you get along with, that closeness can actually be a drawback, says Sandy Jap, a professor of marketing at Emory University and author of Partnering with the Frenemy.

view more

The 'squishy' side of B2B

Emory 404 Newsletter  online


Business relationships fail more often than they succeed. Enter Sandy Jap, an expert in interorganizational relationships, whose research spans industries and organizations in both profit and nonprofit spaces.

view more

Four Area Malls To Open Thanksgiving Day

90.1 WABE  online


Sandy Jap, a professor of marketing at Emory’s Goizueta Business School, said trend analysis from the last few years showed an increasing number of people were shopping online post-Thanksgiving feast.

“These brick and mortar retailers are trying to match what’s happening online,” Jap said...

view more

Macy’s the latest retailer to say it will open Thanksgiving night

The Washington Times  online


“Part of this is growing demand on the part of customers, but a greater factor is likely the competition from online stores,” said Sandy Jap, a marketing professor at Emory University’s Goizueta Business School. “The past few years we have seen a growing number of holiday sales move online, as customers increasingly demand to be able to shop on their terms. When major retailers choose to open earlier, it puts pressure on other bricks-and-mortar retailers to follow suit.”...

view more

Behind Frenemy Lines

Womenetics  online


Navigating Business Relationships and the Challenges of “Frenemization”

view more

Articles (4)

Supply chain management and retailer performance: emerging trends, issues, and implications for research and practice Journal of Retailing


In an environment with increasing competition and a growing need for operational efficiencies and customer orientation, retailers are looking beyond their organizational boundaries to develop and leverage the resources and capabilities of their supply chain ...

view more

The role of past performance in export ventures: a short-term reactive approach Journal of International Business Studies


This paper employs organizational learning theory to examine the short-term effect of past export performance, and internal (management) and external (market) forces on marketing strategy adaptation and current export performance. Results from a survey of ...

view more

The impact of online reverse auction design on buyer-supplier relationships Journal of Marketing


As the use of online reverse auctions in industrial-sourcing activities grows, buyers and suppliers are increasingly concerned about these auctions' effects on their interorganizational performance (ie, suspicions of opportunism, overall satisfaction, and ...

view more

Testing a life-cycle theory of cooperative interorganizational relationships: Movement across stages and performance Management Science


This research examines the evolution of cooperative interorganizational relationships and provides an empirical test of four propositions from the DSO (Dwyer et al. 1987) life-cycle theory, and one proposition from the RV (Ring and Van de Ven 1994) theory of ...

view more