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- Faculty Publications (52)
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- All HBS Web (70)
- Faculty Publications (52)
- May 2024
- Supplement
HubSpot and Motion AI (B): Generative AI Opportunities
By: Jill Avery
The technologies driving artificial intelligence (AI) had progressed significantly since HubSpot’s acquisition of Motion AI in 2017. Generative AI was the newest major development. Software-as-a-service (SaaS) companies such as HubSpot were analyzing how generative AI... View Details
Keywords: Artificial Intelligence; CRM; Chatbots; Sales Management; Generative Ai; SaaS; Marketing; Sales; AI and Machine Learning; Customer Relationship Management; Applications and Software; Technological Innovation; Competitive Advantage; Technology Industry; United States
Avery, Jill. "HubSpot and Motion AI (B): Generative AI Opportunities." Harvard Business School Supplement 524-088, May 2024.
- June 2016
- Teaching Note
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... View Details
- 2011
- White Paper
Brands Are People Too! Harnessing the Power of Brand Warmth and Competence
By: Chris Malone, Jill Avery and S. T. Fiske
Research in customer behavior has revealed that the way humans respond to brands is simply an extension of the way they instinctively perceive, judge, and behave towards one another. Understanding how consumers judge brands using social processes akin to those used in... View Details
Keywords: Brands; Brand Management; Customer Relationship Management; CRM; Brand Positioning; Brand Equity; Customers; Customer Focus and Relationships; Customer Satisfaction; Brands and Branding; Marketing; Marketing Communications; Marketing Strategy; Consumer Products Industry
Malone, Chris, Jill Avery, and S. T. Fiske. "Brands Are People Too! Harnessing the Power of Brand Warmth and Competence." White Paper Series, Relational Capital Group, Newtowne Square, PA, 2011.
- June 2016
- Teaching Note
Relating to Peapod
By: Jill Avery and Susan Fournier
This case concerns the topics of relationship marketing, customer acquisition and retention, brand loyalty, service failure and recovery, new product introduction, and the use of consumer ethnography to study consumer behavior. Specifically, the case explores the... View Details
- 2012
- Chapter
The Relational Roles of Brands
By: Jill Avery
In contemporary culture, brands play important relational roles, linking consumers to others and serving as relational partners. This chapter provides an understanding of the relational roles of brands to illuminate why and how consumers connect with brands and how... View Details
Keywords: Brands; Brand Management; Brand Equity; Brand Building; Customer Relationship Management; CRM; Customers; Customer Focus and Relationships; Brands and Branding; Marketing; Marketing Strategy; Consumer Products Industry
Avery, Jill. "The Relational Roles of Brands." Chap. 9 in Marketing Management: A Cultural Perspective, edited by Lisa Penaloza, Nil Toulouse, and Luca M. Visconti, 147–163. Routledge, 2012.
- September 2017 (Revised September 2023)
- Case
Chase Sapphire: Creating a Millennial Cult Brand
By: Shelle Santana, Jill Avery and Christine Snively
The launch of the Chase Sapphire Reserve credit card was enthusiastically received by millennial consumers, a cohort that had previously eluded JPMorgan Chase and its competitors. With the one-year anniversary of the launch approaching, managers are focused on... View Details
Keywords: Brand ＆ Product Management; Product Strategy; New Product Development; Credit Card; Customer Acquisition; CRM; Millennials; Marketing; Marketing Strategy; Brands and Branding; Credit Cards; Product Development; Product Launch; Customer Relationship Management; Consumer Behavior; Demographics; Financial Services Industry; Service Industry; Banking Industry; United States; North America
Santana, Shelle, Jill Avery, and Christine Snively. "Chase Sapphire: Creating a Millennial Cult Brand." Harvard Business School Case 518-024, September 2017. (Revised September 2023.)
- 2013
- Tool
Harvard Business Review's Go to Market Tools: Customer Lifetime Value
By: Thomas Steenburgh and Jill Avery
How much are your customers worth? Has your marketing budget been slashed? Need to figure out the best place to invest your time and effort to reach your growth target? HBR's Go to Market Tool helps calculate your customer's lifetime value, allowing you to prioritize... View Details
Keywords: Quantitative Analysis; Tools; Customer Lifetime Value; Customer Defection; CRM; Customer Relationship Management; Marketing; Marketing Strategy; Customer Focus and Relationships
Steenburgh, Thomas, and Jill Avery. Harvard Business Review's Go to Market Tools: Customer Lifetime Value. Tool. Harvard Business Review Press, 2013. Electronic.
- 2011
- Chapter
Consumers' Relationships with Brands
By: Susan Fournier and Jill Avery
This chapter presents a brand management paradigm based on the foundational principles of relationships. (1) Brand relationships are a means to an end: brand relationship managers must consider the whole person and understand how the brand adds meaning into people's... View Details
Keywords: Marketing; Brands; Brand Building; Brand Equity; Brand Management; Customer Relationship Management; CRM; Customer Focus and Relationships; Brands and Branding; Marketing Strategy; Consumer Products Industry
Fournier, Susan, and Jill Avery. "Consumers' Relationships with Brands." Chap. 14 in Perspectives on Brand Management, edited by Mark D. Uncles, 225–248. Tilde University Press, 2011.
- July 2008
- Case
Hilton Hotels: Brand Differentiation through Customer Relationship Management
By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev
This case analyzes the Hilton Hotels Corporation's CRM strategy at a key juncture in its history, immediately after the firm has been taken private by Blackstone. The case provides students with a comprehensive history of the evolution and IT enablers of Hilton's CRM... View Details
Keywords: Customer Relationship Management; Marketing Strategy; Privatization; Performance Evaluation; Information Technology; Accommodations Industry
Applegate, Lynda M., Gabriele Piccoli, and Chekitan Dev. "Hilton Hotels: Brand Differentiation through Customer Relationship Management." Harvard Business School Case 809-029, July 2008.
- Research Summary
Overview
According to McKinsey & Company, social interactions impact up to a third of all consumer purchases which accounts for US$940 billion in annual consumption in the US and Europe alone. Understanding social influence is important meeting consumer needs. In my research,... View Details
- 21 Jul 2003
- Research & Ideas
Don’t Get Buried in Customer Data—Use It
top players' market share declined more than 10 percent. Not surprisingly, many executives' faith in CRM has waned. In a 2001 Bain & Co. survey of the 25 most popular management tools, CRM was ranked... View Details
Keywords: by Jean Ayers
- January 2021 (Revised May 2021)
- Case
Amazon Shopper Panel: Paying Customers for Their Data
By: Eva Ascarza and Ayelet Israeli
This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers’ privacy in the digital age, the value of customers’ own... View Details
Keywords: Data Analytics; Data Privacy; Data Management; ＂Marketing Analytics＂; Marketing Communication; Marketing Research; Data-driven Management; E-Commerce Strategy; Ethical Decision Making; CRM; Consumer Protection; Targeted Advertising; Targeted Policies; Data Ownership; Marketing; Research; Marketing Communications; Analytics and Data Science; Management; Customer Relationship Management; Ethics; E-commerce; Retail Industry; Technology Industry; United States
Ascarza, Eva, and Ayelet Israeli. "Amazon Shopper Panel: Paying Customers for Their Data." Harvard Business School Case 521-058, January 2021. (Revised May 2021.)
- April 2002
- Background Note
Rise of Cause-Related Marketing, The
Provides an overview of cause-related marketing (CRM), including recent trends. Uses various examples to discuss the potential benefits of CRM as well as potential pitfalls. View Details
Keywords: Marketing
Barrett, Diana, and Sheila McCarthy. "Rise of Cause-Related Marketing, The." Harvard Business School Background Note 302-105, April 2002.
- August 2018 (Revised February 2023)
- Case
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Consumer Products Industry; United States; North America; Europe
Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
- October 2012
- Article
Target the Right Market
By: Jill Avery and Thomas Steenburgh
SparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its... View Details
Keywords: Marketing; Market Segmentation; Customer Defection; Customer Lifetime Value; Customer Relationship Management; CRM; Market Segmentation And Target Market Selection; Marketing Strategy; Product Marketing; Customer Focus and Relationships; Customer Value and Value Chain; Technology Industry; United States
Avery, Jill, and Thomas Steenburgh. "Target the Right Market." Harvard Business Review 90, no. 10 (October 2012): 119–123.
- Awards
Paul E. Green Award
By: Eva Ascarza
Finalist for the 2017 Paul E. Green Award from the Journal of Marketing Research for “Beyond the Target Customer: Social Effects in CRM campaigns” (June 2017) with Peter Ebbes, Oded Netzer and Matthew Danielson. View Details
- March 2016 (Revised October 2017)
- Case
Salesforce.com vs. Siebel (Abridged)
By: David B. Yoffie
Explores the phenomenon of software becoming a service. Salesforce.com has catapulted into the lead for offering a customer relationship management (CRM) solution as a Web-based service. Siebel, the leader in CRM packaged software sales, has to devise a strategy to... View Details
Yoffie, David B. "Salesforce.com vs. Siebel (Abridged)." Harvard Business School Case 716-454, March 2016. (Revised October 2017.)
- January 2019 (Revised February 2024)
- Teaching Note
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Ayelet Israeli
Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Consumer Behavior; Social Media; E-commerce
- June 2016
- Teaching Note
HubSpot: Lower Churn through Greater CHI
By: Jill Avery, Asis Martinez Jerez and Thomas Steenburgh
HubSpot, a web marketing startup selling inbound marketing software to small- and medium-sized businesses, is under pressure from its venture capital partners to rapidly acquire new customers and to maintain a low level of customer churn. The B2B SaaS company is in the... View Details
- June 2005 (Revised September 2006)
- Case
Oracle vs. salesforce.com
By: David B. Yoffie and Alison Berkley Wagonfeld
Explores the phenomenon of software becoming a service. Salesforce.com has catapulted into the lead for offering a customer relationship management (CRM) solution as a Web-based service. Siebel, the leader in CRM packaged software sales, has to devise a strategy to... View Details
Keywords: Customer Relationship Management; Competitive Advantage; Software; Web Services Industry; Information Technology Industry
Yoffie, David B., and Alison Berkley Wagonfeld. "Oracle vs. salesforce.com." Harvard Business School Case 705-440, June 2005. (Revised September 2006.)