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Firms face a daunting task in optimizing multiple routes to market. It’s just too complicated. “The question of ‘which channel should the firm push sales to?’ does not have a straightforward answer,” says Emory Prof. Sandy Jap. “Simply pushing sales to the most profitable channel overlooks marketing spillovers that may drive very different sales lift patterns in other channels.”

At MSI’s October 15-16 conference,“Orchestrating Marketing in a B2B Environment,” she will describe a practical model to guide multimedia spending in such dynamic environments. The framework, developed with University of Notre Dame Prof. Tom Gilbride, offers insights on the potential profit and sales lifts from driving sales to one channel versus another, increasing profits by 22%-79% in the cell phone provider dataset in their study.


About Sandy Jap

Sandy Jap’s research focuses on the development and management of interorganizational relationships such as how to create and manage strategic alliances over time, how to balance their risks and rewards, and how to share the payoffs of close collaborations. These efforts have been conducted in a number of industries, including the aerospace, automotive, chemical, petroleum, and consumer product industries. The results of this work have been published in a variety of books and journals, including: the Journal of Marketing Research, the Journal of Marketing, Marketing Science, Management Science, Organization Science, Sloan Management Review, and a wide array of special issues. She is an Editorial Board Member of the Journal of Marketing Research, and Marketing Letters, and is an Area Editor for the International Journal of Research in Marketing. More recently, she was named a Dean’s Term Chair Professor in 2009 and given the Lou Stern Award 2007 for the article in marketing channels and distribution with the greatest impact on the field three to eight years after publication. In 2003, she was named one of the top twenty “potential leaders of the next generation of marketing academics” by the Marketing Science Institute and in 2004 she was given the title of Caldwell Research Fellow, an internal award for research excellence.