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- All HBS Web (160)
- Faculty Publications (69)
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- 2012
- Working Paper
Information Technology and Boundary of the Firm: Evidence from Plant-Level Data
By: Chris Forman and Kristina McElheran
We study the relationship between different margins of information technology (IT) use and vertical integration using plant-level data from the U.S. Census of Manufactures. Focusing on the short-run decision of whether to allocate production output to downstream plants...
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Keywords:
Information Technology;
Technology Adoption;
Production;
Factories, Labs, and Plants;
Vertical Integration;
Supply Chain;
Manufacturing Industry;
United States
Forman, Chris, and Kristina McElheran. "Information Technology and Boundary of the Firm: Evidence from Plant-Level Data." Harvard Business School Working Paper, No. 12-092, April 2012.
- 09 Dec 2014
- First Look
First Look: December 9
performance of hybrid organizations that pursue a social mission, and sustain their operations through commercial activities, by studying work integration social enterprises (WISEs). We argue that social imprinting and economic...
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Keywords:
Sean Silverthorne
- December 2012
- Article
Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending
By: Jill Avery
I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's...
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Keywords:
Brands;
Brand Building;
Brand Equity;
Brand Management;
Brand Positioning;
Marketing;
Brands and Branding;
Marketing Strategy;
Product Marketing;
Consumer Behavior;
Gender;
Identity;
Customer Focus and Relationships;
Auto Industry;
Consumer Products Industry
Avery, Jill. "Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending." International Journal of Research in Marketing 29, no. 4 (December 2012): 322–336. (Article was awarded the Marketing Science Institute's Best Paper Award.)
- Research Summary
Creating and Consuming Brand Meaning
By: Jill J. Avery
This vibrant stream explores how managers build meaning into their brands through narrative stories, and nurture, leverage, and maintain meaning over time. It also explores how consumers use this meaning embedded in brands to construct their identities and live their...
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- 01 May 2012
- First Look
First Look: May 1
perspective or philosophical approaches, and used a normative approach by focusing on the question of how people should act when resolving ethical dilemmas. In this paper, we briefly describe the traditional approach to ethics and then...
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Keywords:
Carmen Nobel
- January 2016 (Revised July 2017)
- Case
HourlyNerd
By: Jill Avery and Joseph Fuller
HourlyNerd, a two-sided marketplace platform for matching freelance consultants with small companies looking for help, struggles to define a growth plan for the future. The company, started as a class project in HBS' FIELD 3 course, is assessing three growth paths:...
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Keywords:
Startup;
Lean Startup;
Two Sided Markets;
Entrepreneurship;
Strategy;
Business Startups;
Venture Capital;
Consulting Industry;
United States
Avery, Jill, and Joseph Fuller. "HourlyNerd." Harvard Business School Case 316-134, January 2016. (Revised July 2017.)
- August 2011
- Supplement
Better World Books Video
By: Michael I. Norton, Fiona Wilson, Jill Avery and Thomas Steenburgh
This video contains an interview with David Murphy, CEO of Better World Books. Topics discussed include: the opportunities and constraints offered by having a social mission, an update on the company, and the future of Better World Books.
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Keywords:
Growth and Development;
Management Teams;
Business Model;
Social Enterprise;
Publishing Industry
Norton, Michael I., Fiona Wilson, Jill Avery, and Thomas Steenburgh. "Better World Books Video." Harvard Business School Video Supplement 512-701, August 2011.
- April 2020
- Teaching Note
Tailor Brands: Artificial Intelligence-Driven Branding
By: Jill Avery
Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills...
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- January 2018 (Revised October 2019)
- Case
Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand
By: Jill Avery
A 16th century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo da...
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Keywords:
Brands;
Brand Valuation;
Art Collector;
Arts Marketing;
Auction House;
Auctions;
Luxury Brand;
Luxury Consumers;
Luxury Goods;
Marketing;
Valuation;
Marketing Strategy;
Arts;
Luxury;
Value;
Brands and Branding;
Fine Arts Industry;
Italy;
United Kingdom;
Europe;
United States;
United Arab Emirates
Avery, Jill. "Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand." Harvard Business School Case 518-066, January 2018. (Revised October 2019.)
- January 2019
- Supplement
Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis
By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar...
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Keywords:
Brand Management;
Market Research;
Brand Positioning;
Value Proposition;
Consumer Products;
Fast Moving Consumer Goods;
Qualitative Methods;
Zaltman Metaphor Elicitation Technique;
ZMET;
Data Analysis;
Marketing;
Marketing Strategy;
Brands and Branding;
Consumer Behavior;
Marketing Communications;
Analytics and Data Science;
Analysis;
Consumer Products Industry;
Food and Beverage Industry;
Advertising Industry;
United States;
North America;
Italy
Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis." Harvard Business School Supplement 519-062, January 2019.
- February 2010 (Revised March 2016)
- Background Note
Marketing Analysis Toolkit: Break-even Analysis
By: Thomas J. Steenburgh and Jill Avery
Marketing managers are often called upon to make recommendations for or against programs that cost money to implement. Before expenditures are made, managers want to be sure that they will be getting a return on their investment. One way of assessing this is by...
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Keywords:
Decision Making;
Investment Return;
Spending;
Management Analysis, Tools, and Techniques;
Marketing Strategy;
Strategic Planning;
Mathematical Methods
Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Break-even Analysis." Harvard Business School Background Note 510-080, February 2010. (Revised March 2016.)
- 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.)
- July 2010 (Revised December 2011)
- Background Note
Marketing Analysis Toolkit: Pricing and Profitability Analysis
By: Thomas J. Steenburgh and Jill Avery
Pricing is one of the most difficult decisions marketers make and the one with the most direct and immediate impact on the firm's financial position. This toolkit will introduce the fundamental terminology and calculations associated with pricing and profitability...
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Keywords:
Forecasting and Prediction;
Price;
Profit;
Management Analysis, Tools, and Techniques;
Marketing Strategy;
Demand and Consumers;
Measurement and Metrics;
Strategic Planning;
Mathematical Methods;
Retail Industry
Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Pricing and Profitability Analysis." Harvard Business School Background Note 511-028, July 2010. (Revised December 2011.)
- September 2012 (Revised September 2014)
- Case
Doing Business in Brazil
By: Aldo Musacchio, Gustavo A. Herrero, Ricardo Reisen de Pinho, Cintra Scott and Jill Avery
This case examines the challenges and opportunities of doing business in Brazil. It highlights Brazil's ongoing economic transformation in the decades leading up to 2014 in the context of its historical, political, and cultural background. The case summarizes some of...
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- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over...
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Keywords:
Marketing;
Brand Management;
Brands;
Brand Positioning;
Competitive Positioning;
Competition;
Brands and Branding;
Advertising Campaigns;
Marketing Communications;
Marketing Strategy;
Advertising Industry;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Consumer Products Industry;
Fashion Industry;
Food and Beverage Industry
Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
- Research Summary
Consumer-Brand Relationships and CRM
By: Jill J. Avery
This highly pragmatic stream investigates the contemporary practice of customer relationship management (CRM) by exploring the phenomenological, lived experience of consumers' relationships with brands. Using a contracting theory lens supplemented with knowledge of...
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- March 2022
- Teaching Note
Supreme: Remaining Cool While Pursuing Growth
By: Jill Avery and Sandrine Crener
Teaching Note for HBS Case No. 522-006. Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth...
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- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential...
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Keywords:
Marketing;
Brand Management;
Brands;
Brand Building;
Brand Positioning;
Competitive Positioning;
Advertising;
Marketing Communication;
Biography;
Brands and Branding;
Product Marketing;
Emerging Markets;
Network Effects;
Demand and Consumers;
Marketing Communications;
Cost vs Benefits;
Perspective;
Advertising Campaigns;
Marketing Strategy;
Apparel and Accessories Industry;
Advertising Industry;
Beauty and Cosmetics Industry;
Consumer Products Industry;
Fashion Industry;
Food and Beverage Industry
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
- 10 Apr 2018
- First Look
First Look at New Research, April 10, 2018
benefit from mimicking the showroom concepts started by online-first retailers and why online-first retailers can benefit from opening more traditional stores. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=54316 March...
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Keywords:
Sean Silverthorne
- 2012
- Chapter
Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM
By: Jill Avery and Susan Fournier
With incidences in the 20%–25% range, the practice of firing customers has become increasingly attractive as firms try to maximize the lifetime value of their customer portfolios. This chapter traces the relationship trajectory of a 30-year customer of Filene's...
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Keywords:
Brands;
Brand Management;
CRM;
Customer Relationship Management;
Customer Focus and Relationships;
Customers;
Marketing;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Consumer Products Industry
Avery, Jill, and Susan Fournier. "Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM." In Consumer-Brand Relationships: Theory and Practice, edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin, 301–316. Routledge, 2012. (Paperback edition published in 2013.)