Publications

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November 2019 (Revised April 2020)
Case

Away: Scaling a DTC Travel Brand

By: Jill Avery and Joseph B. Fuller

Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth trajectories to maximize its potential? Three... View Details

18 Jun 2024
Research & Ideas

Industrial Decarbonization: Confronting the Hard Challenges of Cement

Cities like Cairo; Chongqing, China; Delhi; and Kinshasa, Congo are experiencing population explosions accompanied by unprecedented demand for homes, offices, factories, and infrastructure. In the United States, the Biden Administration’s policy-driven infrastructure... View Details

Keywords: by by Janelle Conaway; Green Technology; Energy; Industrial Products; Manufacturing

01 Dec 2020
News

Steady as She Goes

observes. For the $17 billion retailer, the dual crises were a reminder that the services the company provides are necessary ones. There were very human moments of fear and panic—when store managers in fire-ravaged New South Wales sent... View Details

Keywords: April White; COVID-19; change management; leadership; women; grocery stores; Food and Beverage Stores; Retail Trade

24 Feb 2021
News

HBS’s Frances Frei on how to fight the ‘persistent level of anxiety’ afflicting so many of us

15 Feb 2018
News

Young workers love cities. So what’s a suburban company to do?

Article

Four Things No One Will Tell You About ESG Data

By: Sakis Kotsantonis and George Serafeim

As the ESG finance field and the use of ESG data in investment decision-making continue to grow, the authors seek to shed light on several important aspects of ESG measurement and data. This article is intended to provide a useful guide for the rapidly rising number of... View Details

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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... View Details

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

August 2013 (Revised December 2017)
Supplement

Harold Mills at ZeroChaos (B)

By: Lena G. Goldberg and Maurice L. Kuykendoll II

After leading a management buy-out, Harold Mills transformed ZeroChaos into a global staffing enterprise. Poised to raise additional capital to fund the company's next phase of growth, he was also confronting the liquidity demands of his early-stage investors and... View Details

Keywords: Business Growth and Maturation; Growth and Development Strategy; Business and Shareholder Relations

January 2000
Case

The Dimensions of Brand Equity for Nestlé Crunch Bar: A Research Case

By: Jill Avery and Gerald Zaltman

An in-depth study of consumers' thoughts and feelings about a branded candy bar. View Details

Keywords: Brand Management; Brand Equity; Brand Communication; Brand ＆ Product Management; Brand Building; Brand Positioning; Brand Storytelling; Brand Strategy; Brand Value; Branding; Marketing; Advertising; Customer Satisfaction; Brands and Branding; Consumer Behavior; Food and Beverage Industry; Consumer Products Industry

24 Jul 2000
Research & Ideas

Value Maximization and Stakeholder Theory

Contending with that value maximization approach is "stakeholder theory" which says that managers should make decisions so as to take into account all of the interests of all stakeholders in a firm. (Stakeholders, he notes,... View Details

Keywords: by Michael C. Jensen

Kris Johnson Ferreira

Kris Ferreira is the Edgerley Family Associate Professor of Business Administration in the Technology and Operations Management (TOM) Unit. She teaches the Supply Chain Management course in the MBA elective curriculum and analytics in numerous Executive Education... View Details

Keywords: retailing

February 2018 (Revised October 2019)
Technical Note

The Art and Science of Brand Valuation

By: Jill Avery

Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are... View Details

October 2022
Case

Volt Lines: Leading a B2B Service Provider through a Crisis (A)

By: Navid Mojir and Gamze Yucaoglu

Volt Lines was a next-generation transportation service in Istanbul, Turkey. The company was trying to disrupt the traditional corporate transportation market by developing software that allowed it to offer subscription-based transportation. Under the subscription... View Details

Keywords: Business To Business Marketing; B2B Marketing; B2B Pricing; Subscription Model; Crisis Marketing; Startup; Service Management; Information Technology; Transportation; COVID-19 Pandemic; Disruptive Innovation; Digital Platforms; Business Model; Price; Crisis Management; Opportunities; Transportation Industry; Technology Industry; Turkey

20 Mar 2020
News

How grocery stores restock shelves in the age of coronavirus

August 2013
Case

Harold Mills at ZeroChaos (A)

By: Lena G. Goldberg and Maurice L. Kuykendoll II

After leading a management buy-out, Harold Mills transformed ZeroChaos into a global staffing enterprise. Poised to raise additional capital to fund the company's next phase of growth, he was also confronting the liquidity demands of his early-stage investors and... View Details

Keywords: Legal Aspects Of Business; Law; Business Growth and Maturation; Corporate Finance

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.... View Details

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

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2008
Working Paper

Allocating Marketing Resources

By: Sunil Gupta and Thomas J. Steenburgh

Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to optimally allocate these resources and demonstrate that these... View Details

Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods

2008
Chapter

Allocating Marketing Resources

By: Sunil Gupta and Thomas J. Steenburgh

Companies spend billions of dollars on marketing every year because it is essential to organic growth. Given these large investments, marketing managers have the responsibility to optimally allocate resources and to demonstrate that their investments generate... View Details

Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods

August 2018 (Revised October 2020)
Case

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... View Details