Authority - Publications - Faculty & Research

15 Dec 2010
News

How to Build a Brand Like Corona

May 2012
Article

Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time

By: Jill Avery, Thomas J. Steenburgh, John Deighton and Mary Caravella

The authors propose a conceptual framework to explain whether and when the introduction of a new retail store channel helps or hurts sales in existing direct channels. A conceptual framework separates short- and long-term effects by analyzing the capabilities of a... View Details

Keywords: Marketing; Channels; Channels Of Distribution; Distribution; Retailing; Channel Management; Channel Migration; Multichannel Retailing; Framework; Customers; Marketing Channels; Sales; Internet and the Web; Demand and Consumers; Competency and Skills; Distribution Channels; E-commerce; Retail Industry; United States

Citation

SSRN

Find at Harvard

12 May 2015
News

Nail Salons And The High Cost Of Conspicuous Consumption

14 Sep 2021
News

Governor Stops Short of Measures to Address COVID-19′s Rampant Spread

04 Aug 2021
News

How Companies Can Repair Trust Post-COVID

06 Sep 2011
Research & Ideas

The Power of Leadership Groups for Staying on Track

Author's Note: Why Leaders Lose Their Way, my article in the June 6, 2011, edition of Harvard Business School Working Knowledge, generated a large number of very thoughtful and profound comments. The following article proposes an antidote to these problems: True North... View Details

Keywords: by Bill George

10 Dec 2013
News

The World is Anything but Flat

15 Jan 2018
News

Mountain Money - January 15, 2018

2018
Working Paper

Learning to Become a Taste Expert

By: Kathryn A. Latour and John A. Deighton

Evidence suggests that consumers seek to become more expert about hedonic products to enhance their enjoyment of future consumption occasions. Current approaches to becoming an expert center on cultivating an analytic mindset. In the present research the authors... View Details

Keywords: Hedonic; Wine; Expertise; Holistic; Analytic; Sensory; Taste; Learning; Experience and Expertise; Analysis; Perception

Citation

SSRN

Read Now

May–June 2024
Article

What Makes a Successful Celebrity Brand?

By: Ayelet Israeli, Jill Avery, Leonard A. Schlesinger and Matt Higgins

Celebrities have shifted from endorsing established brands to being influencers for established brands to drawing on their influence to create brands themselves. The authors examine what it takes to make celebrity brands work. View Details

Keywords: Celebrities; Celebrity Endorsement; Celebrity Management; Celebrity; Direct To Consumer Marketing; DTC; Influencer Marketing; Influencers; Influencer Advertising; Influencer; Brands and Branding; Product Marketing; Power and Influence; Advertising; Social Media; Consumer Products Industry; United States

Citation

Find at Harvard

Read Now

2013
Article

The Medical Response to the Boston Marathon Bombings

By: Dutch Leonard and Arnold M. Howitt

Several factors combined in the aftermath of the bombings to facilitate the delivery of medical care. The authors highlight 10 elements of the emergency medical response that saved dozens of lives in Boston. View Details

Keywords: Boston Marathon Bombing; Emergency Medical Response; Health Care and Treatment; Crisis Management; Boston

Citation

Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is a respected authority on branding and brand management, customer relationship... View Details

Keywords: consumer products; arts; advertising; automobiles; retailing; fashion; hotels ＆ motels; food; beverage

22 Sep 2011
News

Possible Ouster of Hewlett-Packard CEO Apotheker

23 Jun 2017
News

Harvard expert: This takes only 5 minutes and can make the difference in any negotiation

30 Oct 2006
First Look

First Look: October 31, 2006

licensed software, including games. Discusses Warner Bros.' online distribution strategy as well as the negotiations between BitTorrent and the Movie Picture Association of America and Warner Bros. that ultimately led to Warner Bros.' agreement to make BitTorrent its... View Details

Keywords: Sean Silverthorne