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- Faculty Publications (66)
Show Results For
- All HBS Web (161)
- Faculty Publications (66)
- 17 Oct 2024
- Research & Ideas
The Reputation Risks of Sharing Fake News
Harvard Business School. “Even in this politicized, polarized environment that our country finds itself in, people value accuracy.” Ultimately, Jordan’s research casts doubt on the idea that reputational motivations, and in particular the desire to be seen positively... View Details
Keywords: by Avery Forman
- 28 Jun 2022
- Book
The Moral Enterprise: How Two Companies Profit with Purpose
How can government and business work together in this fractious political moment, when finding solutions to pressing problems like inequality and climate change are more urgent than ever? Rebecca Henderson, Harvard University’s John and Natty McArthur University... View Details
Keywords: by Avery Forman
- 13 Jul 2022
- Book
Reimagining the Economy: What Would It Take to Put People First?
presented in the excerpt below, the authors outline what a greener and fairer economy would look like. Co-edited by Battilana, the Joseph C. Wilson Professor of Business Administration at Harvard Business School and the Alan L. Gleitsman... View Details
Keywords: by Avery Forman
Jill J. Avery
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
- 08 Nov 2024
- HBS Case
What Wartime Service Taught These Historic Leaders
entrepreneurial hustle, working with a friend to turn new German helmets into “war souvenirs” by painting them to look battle-worn. The rest is business lore: He never gave up on his cartoons, working relentlessly to improve them,... View Details
- 07 Apr 2020
- Research & Ideas
What Customers Need to Hear from You During the COVID Crisis
going dark, fearful of offending or of being accused of taking advantage of an unfortunate situation for corporate gain. According to estimates from a March 2020 survey of marketers conducted by the Interactive Advertising Bureau, nearly... View Details
Keywords: by Jill Avery and Richard Edelman
- 21 Jun 2012
- Working Paper Summaries
Information Technology and Boundary of the Firm: Evidence from Plant-Level Data
Keywords: by Chris Forman & Kristina McElheran
- 13 Nov 2013
- News
Gender Contamination: Why Men Prefer Products Untouched by Women
- 16 Jul 2020
- Research & Ideas
Restaurant Revolution: How the Industry Is Fighting to Stay Alive
It’s never been easy to make money in the restaurant industry. A highly fragmented sector dominated by 70 percent independent owners and operators, the average restaurant’s annual revenue hovers around $1 million and generates an... View Details
- 14 Jul 2014
- Research & Ideas
Pay Attention To Your ‘Extreme Consumers’
for consumers—and selling a lot more razor blades. Such hidden opportunities can become even more apparent by investigating "extreme consumers," since they can overemphasize thoughts and behaviors that all consumers of a product may... View Details
Keywords: by Michael Blanding
- 19 Mar 2014
- Research & Ideas
A Brand Manager’s Guide to Losing Control
commercial messages. Social media did not have that contract, so that when customers were interrupted by brands in social media, it felt abrupt, inappropriate, and out of place." The power shift from marketers to consumers has... View Details
- 13 Nov 2013
- Research & Ideas
Should Men’s Products Fear a Woman’s Touch?
a fashion statement, and (b) never lose his car in the parking lot, both stereotypically female behaviors. By not only blurring that line but also boasting about it in print, the company created gender contamination in the eyes of many... View Details
- 2010
- Other Unpublished Work
Saving Face by Making Meaning: The Negative Effects of Brand Communities' Self-serving Response to Brand Extensions
By: Jill Avery
An ethnographic study of a brand community following the launch of the Porsche Cayenne SUV finds that brand extensions can negatively affect the value of their parent brands. By studying the collective response to brand extensions of existing consumers and by... View Details
- 25 Mar 2015
- HBS Case
Tate’s Digital Makeover Transforms the Traditional Museum
"Shake Me," the pink triangle reads, hovering in the middle of the Magic Tate Ball—a smartphone app mimicking the popular Magic 8 Ball novelty. When shaken, the virtual prognosticator reads "Choosing Your Artwork" for a dramatic moment before... View Details
- 28 Oct 2019
- Research & Ideas
Brick-and-Mortar Stores Are Making a Comeback
While legacy companies like Sears are shuttering their doors, a growing number of online-first companies—from Amazon to Rent the Runway—are opening new storefronts and transforming the shopping experience. Senior Lecturer Jill Avery and... View Details
- Blog
Take Control of Your Personal Brand
ideas, but if you don't take the lead on the parts you CAN control, those ideas will be formed by what people think they know about you, perhaps based on stereotypes, on first impressions, or on what other people have said about you when... View Details
- 19 Dec 2023
- Research & Ideas
15 Podcast Episodes That Grabbed Listeners in 2023
much like jazz. He also shares stories about a former president's photo and the acquisition of a television system to illustrate strategies for succeeding at the bargaining table. Jill Avery on Building a Winning Brand Portfolio What can... View Details
Keywords: by Danielle Kost
- 18 Sep 2017
- Research & Ideas
'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing
message with a single Cheerio. “This was a death that was felt very deeply by the fan culture of Prince, and that’s not a time for a heavy marketing sell,” Avery says. “A common tactic right now is for... View Details
- 11 May 2016
- Research & Ideas
Fix This! Why is it so Painful to Buy a New Car?
unverifiable. As an experiment for this article, he used several of those resources to find the true cost of a car at a dealership. The prices delivered by the consumer sites didn’t match. “I can’t trust the data,” he says. Can this... View Details
- 10 Jan 2024
- Research & Ideas
Technology and COVID Upended Tipping Norms. Will Consumers Keep Paying?
payment. But what about after taking a ride-share ride? Or after getting a haircut? Many of those establishments prompt tipping either through their online app or on a tablet at checkout. Have you been surprised by the prompt? You’re not... View Details
Keywords: by Anna Lamb, Harvard Gazette