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

Sandy Jap

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


B2B partnering and channel strategy expert in consulting, litigation, and education.



Sandy Jap Publication



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Firms and Trust - Sandy Jap Cross Channel & Multiplatform Customer Behavior: Seller Strategy in B2B Multichannels, Sandy Jap Video Marketing In Uncertain Times ISBM Town Hall 31Mar20 Behind Frenemy Lines | Leveraging Business Relationships in Competitive Industries


Partnering with the Frenemy



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 strategic partnering and 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 lifetime achievement awards and fellow designations for her impact on the field. Her 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, and a visible leader in the marketing discipline. She teaches channel strategy and retailing management for MBA and executive programs, as well as 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.

Education (2)

University of Florida: PhD, Marketing

University of Florida: BSc, Marketing

Areas of Expertise (6)

B2B Routes to Market

Strategic Partnerships

Omnichannel Strategy

B2B and Channel Analytics

Social Media Selling

Direct Selling

Publications (3)

Winning the new channel war on Amazon and third-party platforms


Sandy D.Jap, WhitneyGibson, DeniseZmuda

The top online marketplaces in the world, such as Alibaba, Amazon, eBay and others, sold $2.7 trillion in 2020, or 62% of global web sales that year. Despite the promise of unfettered access to customers, the reality is that most sellers struggle with unprecedented unauthorized “rogue resellers.” These often anonymous, third party individuals and firms may not provide the quality experiences aligned with customers’ expectations of a brand and often market their goods in competition with trusted partners.

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Can Encroachment Benefit Hotel Franchisees?

SAGE Journals

TI Tongil Kim, Sandy D. Jap

Franchise encroachment is the addition of an outlet in the vicinity of existing franchisees. It is a highly contentious issue resulting in revenue cannibalization of incumbent locations. Against this backdrop, we consider the possibility that the addition of same brand outlets can in fact, create positive effects via customer utility and ultimately, benefit franchisees. This may be due to a range of mechanisms such as quality signaling, learning, or brand awareness, resulting in a positive pathway on franchisee performance.

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Many (Un)happy Returns? The Changing Nature of Retail Product Returns and Future Research Directions


Thomas S.Robertson, Ryan Hamilton, Sandy D. Jap

The sheer magnitude of product returns should give anyone interested in retailing pause: in 2018, out of $3,688 billion in total retail sales, $369 billion—roughly 10%!—were returned to retailers post-purchase (National Retail Federation 2018). Ofcourse, the headline number alone does not tell the whole story. Returns, which often vary by channel (higher for online than offline sales) and by season (higher during the winter holidays), also differ dramatically in terms of how “legitimate” the returns are, how difficult they are to process, how re-sellable the items are, and how positively or negatively the returns process affects customers’ attitudes toward the retailer. Each of these factors can have major implications for retailers’ short and long-term performance.

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Research Spotlight

In the News (14)

Partnering with the Frenemy

Goizueta Effect  online


Google and Samsung. Nike and Foot Locker. Mobileye and Tesla. Partnerships are critical in business, yet 50 to 60 percent fail. Goizueta Professor Sandy Jap joins to discuss frenemies in business, the common pitfalls of partnering, and how to preserve alliances in a competitive and dynamic environment.

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The Business of Generosity: How Atlanta companies giving now could see a customer loyalty boost later

Atlanta Business Journal  online


Those acts of community service, could pay off after the pandemic.

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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.

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WAP Woman Wednesday

Women in the Academy and Professions  online


In this regular feature, we hear from women academics and professionals about their lives, their faith, and the way it all intersects. Pull up a chair and join us as we chat with marketing professor Sandy Jap.

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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.

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Behind Frenemy Lines

Womenetics  online


Navigating Business Relationships and the Challenges of “Frenemization”

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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.”...

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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...

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Dealing with Frenemies

Atlanta Business Chronicle  online


Most people go into business with the idea of being friends, but if strains occur that test their relationship, it’s not hard for those one-time “friends” in business to become “frenemies.”

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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.

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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.

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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...

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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.”...

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Product Returns Represent Billion-Dollar Strategic Blind Spot for Major Retailers



Even before the pandemic hit, Sandy Jap, Sarah Beth Brown professor in marketing, Ryan Hamilton, associate professor of marketing, and former Goizueta Business School dean, Tom Robertson, were perplexed at how little academic research existed regarding returns. “Instead of viewing returns as a nuisance and an added cost, they are an opportunity to engage with customers and build brand loyalty,” explained Robertson, currently the Joshua J. Harris professor and professor of marketing at the Wharton School of the University of Pennsylvania, academic director, Jay H. Baker Retailing Center at Wharton, and the executive director of the Wharton-INSEAD Alliance. “Returns are part and parcel of the new retail landscape. This has been exacerbated by the strong uptick in online.”

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