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All HBS Web
(2,138)
- Faculty Publications (591)
- Article
Positioning Brands Against Large Competitors to Increase Sales
By: Neeru Paharia, Jill Avery and Anat Keinan
We explore the effect of having a large dominant competitor and show the conditions under which focusing on a competitive threat, rather than hiding it, can actually help a brand. We demonstrate through lab and field studies that highlighting a large competitor's size...
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Keywords:
Brands;
Brand Management;
Brand Positioning;
Competitive Positioning;
Brands and Branding;
Marketing;
Marketing Strategy;
Consumer Products Industry;
Retail Industry;
Food and Beverage Industry;
Air Transportation Industry;
United States
Paharia, Neeru, Jill Avery, and Anat Keinan. "Positioning Brands Against Large Competitors to Increase Sales." Journal of Marketing Research (JMR) 51, no. 6 (December 2014): 647–656. (Lead article.)
- December 2014
- Article
Second Thoughts About a Strategy Shift
By: Elie Ofek and Jill Avery
A retail guru attempts to reposition an established brand and introduce an entirely new pricing scheme. Early financial results from the strategic shift are not favorable. Based on the experience of U.S. retailer J.C. Penney, the piece raises fundamental questions...
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Keywords:
Brand Management;
Pricing Strategy;
Retailing;
Leadership;
Price;
Product Marketing;
Brands and Branding;
Retail Industry
Ofek, Elie, and Jill Avery. "Second Thoughts About a Strategy Shift." Harvard Business Review 92, no. 12 (December 2014): 125–127.
- Article
The Upside to Large Competitors
By: Neeru Paharia, Anat Keinan and Jill Avery
Large companies are often viewed as a major threat for startups and small companies; big companies have more financial resources and greater scale, market power, and brand awareness than small ones. However, our research finds that a smaller brand can actually benefit...
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Keywords:
Brand Management;
Competition;
Marketing;
Brands and Branding;
Marketing Strategy;
Consumer Products Industry;
Food and Beverage Industry;
Retail Industry;
United States
Paharia, Neeru, Anat Keinan, and Jill Avery. "The Upside to Large Competitors." MIT Sloan Management Review 56, no. 1 (Fall 2014).
- October 2014 (Revised June 2016)
- Case
MasterCard: Driving Financial Inclusion
By: Sunil Gupta, Rajiv Lal and Natalie Kindred
MasterCard CEO Ajay Banga was investing significant time and attention to increase financial inclusion among individuals with historically no access to banking or financial services in countries around the world with large underserved populations. The effort included...
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Keywords:
Marketing;
Financial Services;
Financial And Social Return;
Financial Inclusion;
Strategic Management;
South Africa;
Nigeria;
Ajay Banga;
Marketing Strategy;
Social Marketing;
Financial Services Industry;
Banking Industry;
South Africa;
Nigeria
Gupta, Sunil, Rajiv Lal, and Natalie Kindred. "MasterCard: Driving Financial Inclusion." Harvard Business School Case 515-035, October 2014. (Revised June 2016.)
- September 2014 (Revised June 2016)
- Case
edX: Strategies for Higher Education
By: David Collis, Matthew Shaffer and Ashley Hartman
In May 2012, Harvard University and the Massachusetts Institute of Technology (MIT) founded edX, a new non-profit joint venture that would provide a platform for massive open online courses (MOOCs). edX did not produce original courses or instructional content—it made...
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Keywords:
MOOCS;
edX;
Online Platforms;
Online Education;
Harvard University;
MIT;
Execution;
Monetization;
Brand Management;
Higher Education;
Information Technology;
Strategy;
Disruptive Innovation;
Digital Platforms;
Education Industry
Collis, David, Matthew Shaffer, and Ashley Hartman. "edX: Strategies for Higher Education." Harvard Business School Case 715-413, September 2014. (Revised June 2016.)
- 2014
- Working Paper
The Nobel Prize: A 'Heritage-based' Brand-oriented Network
By: Mats Urde and Stephen A. Greyser
Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.
Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
Keywords:
Nobel Prize;
Heritage Brand;
Brand Network;
Networked Brand;
Brand Within A Network;
Brand Orientation;
Brand Stewardship;
Corporate Brand Identity;
Reputation;
Networks;
Organizations;
Philanthropy and Charitable Giving;
Brands and Branding
Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: A 'Heritage-based' Brand-oriented Network." Harvard Business School Working Paper, No. 15-010, August 2014.
- Summer 2014
- Article
Taiwan's PC Industry, 1976–2010: The Evolution of Organizational Capabilities
By: Howard H. Yu and Willy C. Shih
The stellar growth of Taiwan's personal computer (PC) industry over the past three decades represents a paradox. Participating in the global production system, local firms in Taiwan grew in association with established firms in the West. Despite their technical...
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Keywords:
Personal Computer;
PC;
PC Industry;
Taiwan PC Industry;
Taiwan PC Manufacturers;
Innovation and Invention;
Innovation and Management;
Innovation Strategy;
Growth and Development;
Growth and Development Strategy;
Growth Management;
Industry Clusters;
Industry Growth;
Industry Structures;
Information Technology;
Technological Innovation;
Mobile Technology;
Information Technology Industry;
Taiwan
Yu, Howard H., and Willy C. Shih. "Taiwan's PC Industry, 1976–2010: The Evolution of Organizational Capabilities." Business History Review 88, no. 2 (Summer 2014): 329–357.
- July–August 2014
- Article
Unlock the Mysteries of Your Customer Relationships
By: Jill Avery, Susan Fournier and John Wittenbraker
Consumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: people now expect companies...
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Keywords:
Brand Management;
CRM;
Brands and Branding;
Marketing;
Marketing Strategy;
Customer Focus and Relationships;
Customer Relationship Management;
Consumer Products Industry;
Retail Industry;
United States
Avery, Jill, Susan Fournier, and John Wittenbraker. "Unlock the Mysteries of Your Customer Relationships." Harvard Business Review 92, nos. 7/8 (July–August 2014): 72–81.
- June 2014 (Revised March 2016)
- Case
Relating to Peapod
By: Susan Fournier and Jill Avery
Explores the relationships formed between consumers and the Peapod consumer-direct grocery delivery service, as revealed through an ethnographic study of Boston-area Peapod shoppers conducted between the Summer of 1997 and the Fall of 1999. Three representative case...
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Keywords:
Brands and Branding;
Customer Relationship Management;
Marketing Strategy;
Service Industry;
Boston
Fournier, Susan, and Jill Avery. "Relating to Peapod." Harvard Business School Case 314-142, June 2014. (Revised March 2016.)
- June 2014
- Article
Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims
By: Susan E. Heckler, Kevin L. Keller, Michael J. Houston and Jill Avery
Two experiments are reported that examine the effects of an ad campaign designed to link two different benefit claims to a brand. The findings indicated that recall for a subsequently advertised claim depended on the strength of existing brand-benefit links in memory....
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Keywords:
Marketing Communication;
Brand Building;
Brand Management;
Brands;
Advertising;
Consumer Psychology;
Advertising Campaigns;
Brands and Branding;
Marketing Communications;
Consumer Behavior;
Marketing Strategy;
Advertising Industry;
Consumer Products Industry
Heckler, Susan E., Kevin L. Keller, Michael J. Houston, and Jill Avery. "Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims." Journal of Marketing Communications 20, no. 3 (June 2014): 176–196.
- May 2014 (Revised March 2017)
- Case
Unilever's Lifebuoy in India: Implementing the Sustainability Plan
Unilever's new Global Brand VP must not only revitalize Lifebuoy soap's sagging market performance, but simultaneously impact the health of one billion people worldwide. The latter challenge comes from Unilever's new CEO who has introduced the Unilever Sustainable... View Details
Keywords:
Multinational Management;
Corporate Social Responsibility;
Strategy Implementation;
Marketing Strategy;
Mission And Purpose;
Change Management;
International Business;
Global;
Fast-moving Consumer Goods;
Soap;
Corporate Social Responsibility and Impact;
Health Care and Treatment;
Environmental Sustainability;
Global Strategy;
Developing Countries and Economies;
Beauty and Cosmetics Industry;
Health Industry;
India
Bartlett, Christopher A. "Unilever's Lifebuoy in India: Implementing the Sustainability Plan." Harvard Business School Case 914-417, May 2014. (Revised March 2017.)
- May 2014
- Case
Goldman Sachs: Anchoring Standards After the Financial Crisis
By: Rajiv Lal and Lisa Mazzanti
Goldman Sachs, a longtime venerable financial institution headquartered in New York City, had a partnership culture that was known to value its clients. But when the financial crisis hit in 2008 and Goldman Sachs emerged relatively unscathed, its public image took a...
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Keywords:
Brand Management;
Public Image;
Corporate Accountability;
Reputation;
Standards;
Financial Crisis;
Brands and Branding;
Banking Industry;
Financial Services Industry
Lal, Rajiv, and Lisa Mazzanti. "Goldman Sachs: Anchoring Standards After the Financial Crisis." Harvard Business School Case 514-020, May 2014.
- 2014
- Other Teaching and Training Material
Marketing Reading: Brand Positioning
By: Jill Avery and Sunil Gupta
This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides...
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Keywords:
Brand Positioning;
Branding;
Consumer Research;
Defensive Strategies;
Market Positioning;
Marketing;
Product Differentiation;
Product Positioning;
Strategic Positioning;
Value Proposition;
Customer Relationship Management;
Organizational Structure;
Customer Satisfaction;
Brands and Branding
Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014.
- January 2014 (Revised November 2021)
- Case
Filene's Basement: Inside a Fired Customer's Relationship
By: Jill Avery and Susan Fournier
How, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer? This case...
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Keywords:
CRM;
Retailing;
Marketing;
Consumer Behavior;
Customer Relationship Management;
Customer Focus and Relationships;
Customer Satisfaction;
Marketing Strategy;
Brands and Branding;
Retail Industry;
United States
Avery, Jill, and Susan Fournier. "Filene's Basement: Inside a Fired Customer's Relationship." Harvard Business School Case 314-076, January 2014. (Revised November 2021.)
- January 2014 (Revised January 2017)
- Case
Nivea (A)
By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar
The case describes the efforts of Beiersdorf, a worldwide leader in the cosmetics and skin care industries, to generate and commercialize new R&D through open innovation using external crowds and "netnographic" analysis. Beiersdorf, best known for its consumer brand...
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Keywords:
Innovation;
Innovation Management;
Crowdsourcing;
Big Data;
Innovation Strategy;
Innovation and Management;
Knowledge Management;
Knowledge Sharing;
Research and Development;
Social and Collaborative Networks;
Collaborative Innovation and Invention;
Analytics and Data Science;
Beauty and Cosmetics Industry;
Consumer Products Industry
Lakhani, Karim R., Johann Fuller, Volker Bilgram, and Greta Friar. "Nivea (A)." Harvard Business School Case 614-042, January 2014. (Revised January 2017.)
- January 2014 (Revised February 2014)
- Teaching Note
Rana Plaza: Workplace Safety In Bangladesh (A) and (B)
By: John A. Quelch and Margaret L. Rodriguez
On April 24, 2013 the Rana Plaza factory building collapsed in Dhaka, the capital of Bangladesh. Over 1,100 people were killed in the worst industrial accident since the Union Carbide plant gas leak in Bhopal, India. Most of the victims worked for garment factories,...
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- November 2013
- Teaching Note
Cialis Lifecycle Management: Lilly's BPH Dilemma
By: Elie Ofek and Natalie Kindred
Keywords:
Pharmaceuticals;
Brand Management;
Brand Equity;
Brand Positioning;
Product Management;
Product Strategy;
Pricing;
Health Care;
Health Care and Treatment;
Product Marketing;
Product Positioning;
Brands and Branding;
Marketing Strategy;
Marketing;
Product Launch;
Pharmaceutical Industry;
Health Industry
- October 2013 (Revised January 2016)
- Case
J.C. Penney's 'Fair and Square' Strategy (Abridged)
By: Elie Ofek and Jill Avery
As he gets ready to release 2nd quarter 2012 results, Ron Johnson, the new CEO of department store J.C. Penney, is reconsidering the dramatic changes he initiated for the business model and brand image of his company. A new pricing scheme he put in place in February,...
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Keywords:
Business Model;
Change Management;
Marketing Strategy;
Price;
Consumer Behavior;
Decision Making;
Management Teams;
Brands and Branding;
Retail Industry;
United States
Ofek, Elie, and Jill Avery. "J.C. Penney's 'Fair and Square' Strategy (Abridged)." Harvard Business School Case 514-063, October 2013. (Revised January 2016.)
- August 2013 (Revised July 2014)
- Case
Coffee Wars in India: Café Coffee Day Takes On the Global Brands
By: David B. Yoffie and Tanya Bijlani
Café Coffee Day (CCD) is contemplating how to respond to the entry of Starbucks into the Indian coffee chain market. The case study describes the emergence of CCD as the leading coffee chain in India, with over 1,400 cafes in India. In early 2013, Starbucks, the...
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Yoffie, David B., and Tanya Bijlani. "Coffee Wars in India: Café Coffee Day Takes On the Global Brands." Harvard Business School Case 714-409, August 2013. (Revised July 2014.)
- August 2013
- Case
Tyra Banks: Personal Branding
By: Rohit Deshpandé
Deshpandé, Rohit. "Tyra Banks: Personal Branding." Harvard Business School Multimedia/Video Case 513-703, August 2013.