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      • Faculty Publications  (1,096)

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      • March 2018
      • Teaching Note

      Mavi: Fashioning a Path to Brand Growth

      By: Jill Avery and Gamze Yucaoglu
      Mavi, a leading Turkish apparel retailer, had sales of $419 million in 2015, up 20%. Growth rates like these were becoming routine at Mavi. But, its path to growth was getting more challenging, and Turkven, Mavi’s private equity partner, was planning its exit options... View Details
      Keywords: Retailing; Fashion; Brand; Brand Management; Brand Extension; Brand Equity; Private Equity; Marketing; Marketing Strategy; Brands and Branding; Growth and Development Strategy; Decision Choices and Conditions; Retail Industry; Fashion Industry; Turkey; Europe
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      Avery, Jill, and Gamze Yucaoglu. "Mavi: Fashioning a Path to Brand Growth." Harvard Business School Teaching Note 518-094, March 2018.
      • February 2018
      • Teaching Note

      Chase Sapphire: Creating a Millennial Cult Brand

      By: Shelle Santana, Jill Avery and Christine Snively
      Teaching Note for HBS No. 518-024. View Details
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      Santana, Shelle, Jill Avery, and Christine Snively. "Chase Sapphire: Creating a Millennial Cult Brand." Harvard Business School Teaching Note 518-068, February 2018.
      • February 2018 (Revised August 2023)
      • Case

      Nykaa.com: A Passion for Beauty

      By: Paul Gompers, Anjali Raina and Rachna Chawla
      Being an entrepreneur was a childhood dream for Falguni Nayar. The opportunity to build Nykaa.com, a woman-centered business, with a multi-brand retail format in the beauty and wellness space, and the fact that she was doing it with her daughter Adwaita (HBS MBA 2013)... View Details
      Keywords: Entrepreneurship; Leadership; Organizational Culture; Information Technology; Human Resources; Brands and Branding; Operations; Marketing; Decision Making
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      Gompers, Paul, Anjali Raina, and Rachna Chawla. "Nykaa.com: A Passion for Beauty." Harvard Business School Case 218-049, February 2018. (Revised August 2023.)
      • 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
      Keywords: Brand Valuation; Brand Value; Brand; Brand Management; Marketing ROI; Brand Equity; Analytics; Return On Investment; Brands and Branding; Valuation; Marketing; Marketing Strategy; Investment Return; Consumer Behavior; Advertising Industry; Consumer Products Industry; Apparel and Accessories Industry; Auto Industry; Beauty and Cosmetics Industry; Electronics Industry; Fashion Industry; Food and Beverage Industry
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      Avery, Jill. "The Art and Science of Brand Valuation." Harvard Business School Technical Note 518-086, February 2018. (Revised October 2019.)
      • February 2018 (Revised October 2019)
      • Case

      HubSpot and Motion AI: Chatbot-Enabled CRM

      By: Jill Avery and Thomas Steenburgh
      HubSpot, an inbound marketing, sales, and customer relationship management (CRM) software provider, announced that it had acquired Motion AI, a software platform that enabled companies to easily build and deploy chatbots, fueled by artificial intelligence, to interact... View Details
      Keywords: CRM; Sales Management; Customer Service; Artificial Intelligence; B2B Vs. B2C; Business Marketing; SaaS; Marketing; Marketing Strategy; Brands and Branding; Customer Focus and Relationships; Sales; Salesforce Management; Technological Innovation; Applications and Software; Customer Relationship Management; AI and Machine Learning; Technology Industry; Service Industry; United States; North America
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      Avery, Jill, and Thomas Steenburgh. "HubSpot and Motion AI: Chatbot-Enabled CRM." Harvard Business School Case 518-067, February 2018. (Revised October 2019.)
      • February 2018
      • Case

      Wiikano Orchards

      By: Benson P. Shapiro and Katherine B. Hartman
      Wiikano Orchards, a family-owned business, faces declining demand in a commodity industry. The president is considering rebranding Wiikano's apple juice, increasing its prices and promotions. If this proposal succeeds, wholesalers and retailers would be more likely to... View Details
      Keywords: Brands and Branding; Price; Marketing Communications; Product Marketing; Food and Beverage Industry
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      Shapiro, Benson P., and Katherine B. Hartman. "Wiikano Orchards." Harvard Business School Brief Case 918-517, February 2018.
      • February 2018
      • Case

      Montes Calcados: A Step Ahead

      By: James L. Heskett and James T. Kindley
      Montes Calçados (MC) is a well-known "fast-fashion" Brazilian manufacturer of casual, but fashionable, shoes for women aged 18–35 in major cities worldwide. To boost its declining revenues, MC must evaluate two growth options: whether to expand distribution online (at... View Details
      Keywords: Brands and Branding; Distribution Channels; Growth and Development Strategy; Marketing Strategy; Global Range; Apparel and Accessories Industry; Retail Industry
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      Heskett, James L., and James T. Kindley. "Montes Calcados: A Step Ahead." Harvard Business School Brief Case 918-513, February 2018.
      • February 2018 (Revised September 2018)
      • Case

      Huawei: How Can We Lead the Way?

      By: Elie Ofek, Tian Tao, Eden Yin and Nancy Hua Dai
      On September 12, 2017, just as Apple’s Tim Cook was unveiling the iPhone X, Richard Yu, CEO of Huawei’s Consumer Business Group (CBG), and Glory Cheung, his Chief Marketing Officer, were discussing some key strategic issues regarding Huawei’s smartphone business.... View Details
      Keywords: Product Launch; Product Positioning; Marketing Communications; Price; Competitive Strategy; Global Strategy
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      Ofek, Elie, Tian Tao, Eden Yin, and Nancy Hua Dai. "Huawei: How Can We Lead the Way?" Harvard Business School Case 518-071, February 2018. (Revised September 2018.)
      • February 2018 (Revised January 2020)
      • Case

      SoulCycle: The Road Ahead

      By: Ashish Nanda, Eric Van den Steen and Jeffrey Boyar
      Julie Rice and Elizabeth Cutler founded SoulCycle, an indoor cycling studio chain, in 2006 as more than a health club; they wanted it to become a lifestyle brand that would “empower riders in an immersive fitness experience.” By early 2015, SoulCycle had grown to 38... View Details
      Keywords: Fitness; Fitness Industry; Exercise; Cycling; Boutique Fitness; Exit Strategy; Growth; Bicycles; Retail; Pricing; Community; SoulCycle; Vision; Health; Leadership; Strategy; Marketing; Decision Making; Health Industry; United States
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      Nanda, Ashish, Eric Van den Steen, and Jeffrey Boyar. "SoulCycle: The Road Ahead." Harvard Business School Case 718-499, February 2018. (Revised January 2020.)
      • February 2018 (Revised October 2020)
      • Case

      The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture

      By: Jill Avery, Chekitan S. Dev and Laure Mougeot Stroock
      In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio... View Details
      Keywords: Brand Management; Brand Architecture; Brand Portfolio; Merger; Hospitality Industry; Services Marketing; Branded House; House Of Brands; Sub-branding; Marketing; Marketing Strategy; Brands and Branding; Mergers and Acquisitions; Consumer Behavior; Advertising; Travel Industry; Accommodations Industry; Tourism Industry; United States; North America; Europe; Asia
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      Avery, Jill, Chekitan S. Dev, and Laure Mougeot Stroock. "The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture." Harvard Business School Case 518-081, February 2018. (Revised October 2020.)
      • February 2018 (Revised March 2018)
      • Case

      Kickstarting Tomato Jos in Nigeria

      By: Sophus A. Reinert and Risa Kavalercik
      In the spring of 2016, Mira Mehta (HBS 2014), faced a difficult decision. Following a successful Kickstarter campaign and winning the second place in the HBS New Venture Competition—Social Enterprise Track, she had moved to Northern Nigeria, where she founded the... View Details
      Keywords: Nigeria; Entrepreneurs; Import Substitution; China In Africa; Killer Tomato Paste; Mira Mehta; Tomato Jos; Developing Countries and Economies; Social Entrepreneurship; Cross-Cultural and Cross-Border Issues; Government Legislation; Business History; Emerging Markets; Business and Government Relations; Agriculture and Agribusiness Industry; Nigeria
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      Reinert, Sophus A., and Risa Kavalercik. "Kickstarting Tomato Jos in Nigeria." Harvard Business School Case 718-027, February 2018. (Revised March 2018.)
      • January 2018
      • Case

      Scaling Swagbucks (A)

      By: Jeffrey F. Rayport and Matthew G. Preble
      In early 2014, Chuck Davis (HBS '86) has joined Swagbucks as its first professional CEO to scale a successful and profitable brand promotion and consumer research business. Davis came into the job while serving as a venture partner at TCV, a growth stage VC firm,... View Details
      Keywords: Loyalty Management; Scaling; Scale; Entrepreneurship; Human Resources; Employees; Employee Relationship Management; Organizational Change and Adaptation; Organizational Culture; Organizational Design; Leading Change; Growth Management; Religion; Information Technology; Internet and the Web; Transition; Leadership; Web Services Industry; Technology Industry
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      Rayport, Jeffrey F., and Matthew G. Preble. "Scaling Swagbucks (A)." Harvard Business School Case 818-070, January 2018.
      • January 2018 (Revised March 2020)
      • Case

      SAP: Branding in the Digital Age

      By: Das Narayandas and Amram Migdal
      By 2017, digital, social, and mobile technologies were rapidly changing the way many of SAP’s traditional customers did business over the last decade. In response to this trend, SAP had acquired companies with capabilities in e-commerce, human capital, workforce... View Details
      Keywords: Brand Positioning; Marketing; Sales; Brands and Branding; Strategy; Technology Industry
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      Narayandas, Das, and Amram Migdal. "SAP: Branding in the Digital Age." Harvard Business School Case 518-058, January 2018. (Revised March 2020.)
      • 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... View Details
      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
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      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 2018 (Revised October 2021)
      • Case

      Château Margaux: Launching the Third Wine (Abridged)

      By: Elie Ofek
      Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details
      Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing Strategy; Distribution Channels; Product Launch; Brands and Branding; Agriculture and Agribusiness Industry; Food and Beverage Industry; France
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      Ofek, Elie. "Château Margaux: Launching the Third Wine (Abridged)." Harvard Business School Case 518-070, January 2018. (Revised October 2021.)
      • January 2018 (Revised May 2019)
      • Case

      Adeo Health Science: Turning a Product into a Brand

      By: Elizabeth A. Keenan and Jill Avery
      For decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse its position. Parents were now warned that... View Details
      Keywords: Startup; Health Care; Consumer; Consumer Products; Branding; Distribution; Retailing; Go To Market Strategy; Marketing; Marketing Channels; Marketing Communications; Brands and Branding; Marketing Strategy; Entrepreneurship; Health Care and Treatment; Consumer Products Industry; Health Industry; United States; North America
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      Keenan, Elizabeth A., and Jill Avery. "Adeo Health Science: Turning a Product into a Brand." Harvard Business School Case 518-065, January 2018. (Revised May 2019.)
      • January 2018
      • Case

      Trian Partners' Proxy Contest at Procter & Gamble

      By: Suraj Srinivasan and Quinn Pitcher
      In July 2017, activist hedge fund Trian Partners announced that it was launching a proxy fight at U.S. consumer goods giant Procter & Gamble. P&G would be the largest company ever subjected to a proxy fight, as Trian sought to have its CEO, Nelson Peltz, elected to the... View Details
      Keywords: Investment; Corporate Governance; Institutional Investing; Investment Activism; Business and Shareholder Relations; United States
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      Srinivasan, Suraj, and Quinn Pitcher. "Trian Partners' Proxy Contest at Procter & Gamble." Harvard Business School Case 118-049, January 2018.
      • January 2018
      • Case

      Kids & Company: Entering the U.S.

      By: Boris Groysberg, Matthew G. Preble and Katherine Connolly Baden
      In April 2017, Victoria Sopik and Jennifer Nashmi, CEO and CFO (respectively) of Kids & Company, a Canadian childcare provider that they had co-founded in the early 2000s and developed into a nearly 100-unit enterprise, are discussing how the company should proceed... View Details
      Keywords: Child Care; Childcare; Day Care; Daycare; Early Childhood Education; Strategy; Growth and Development Strategy; Growth Management; Business Strategy; Competitive Strategy; Competitive Advantage; Expansion; Leadership; Marketing; Product Marketing; Brands and Branding; Service Delivery; Service Operations; Product Design; Product Development; Cross-Cultural and Cross-Border Issues; Selection and Staffing; Customer Focus and Relationships; Entrepreneurship; Service Industry; Education Industry; United States; Canada
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      Groysberg, Boris, Matthew G. Preble, and Katherine Connolly Baden. "Kids & Company: Entering the U.S." Harvard Business School Case 418-011, January 2018.
      • Article

      Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships

      By: Irene Consiglio, Daniella Kupor, Francesca Gino and Michael I. Norton
      We document the existence and consequences of brand flirting: a short-lived experience in which a consumer engages with and/or indulges in the alluring qualities of a brand without committing to it. We propose that brand flirting is exciting and that when consumers... View Details
      Keywords: Consumer Behavior; Brands and Branding; Emotions
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      Consiglio, Irene, Daniella Kupor, Francesca Gino, and Michael I. Norton. "Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships." Journal of Consumer Psychology 28, no. 1 (January 2018): 5–22.
      • December 2017 (Revised March 2019)
      • Case

      Armarium: Luxury Fashion Brands for Rent

      By: Jill Avery, David Fubini, Natasha Dossa and Devon Stewart
      Armarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details
      Keywords: Brand Management; Retailing; Sharing Economy; Luxury Brand; Ecommerce; Startup; Fashion; Brand Positioning; Customer Acquisition; Internet Marketing; Marketing; Marketing Channels; Marketing Strategy; Brands and Branding; Business Startups; Luxury; Consumer Behavior; Growth and Development Strategy; Social Media; E-commerce; Fashion Industry; Retail Industry; Apparel and Accessories Industry; United States; North America
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      Avery, Jill, David Fubini, Natasha Dossa, and Devon Stewart. "Armarium: Luxury Fashion Brands for Rent." Harvard Business School Case 518-047, December 2017. (Revised March 2019.)
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