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      • Faculty Publications  (813)

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      • July–August 2014
      • Article

      Unlock the Mysteries of Your Customer Relationships

      By: Jill Avery, Susan Fournier and John Wittenbraker
      Consumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: people now expect companies... View Details
      Keywords: Brand Management; CRM; Brands and Branding; Marketing; Marketing Strategy; Customer Focus and Relationships; Customer Relationship Management; Consumer Products Industry; Retail Industry; United States
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      Avery, Jill, Susan Fournier, and John Wittenbraker. "Unlock the Mysteries of Your Customer Relationships." Harvard Business Review 92, nos. 7/8 (July–August 2014): 72–81.
      • June 2014 (Revised March 2016)
      • Case

      Relating to Peapod

      By: Susan Fournier and Jill Avery
      Explores the relationships formed between consumers and the Peapod consumer-direct grocery delivery service, as revealed through an ethnographic study of Boston-area Peapod shoppers conducted between the Summer of 1997 and the Fall of 1999. Three representative case... View Details
      Keywords: Brands and Branding; Customer Relationship Management; Marketing Strategy; Service Industry; Boston
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      Fournier, Susan, and Jill Avery. "Relating to Peapod." Harvard Business School Case 314-142, June 2014. (Revised March 2016.)
      • June 11, 2014
      • Article

      Keep Learning Once You Hit the C-Suite

      By: Boris Groysberg
      What skills do companies prize in C-level executives? To answer these questions, we surveyed 32 senior search consultants at a top global executive-placement firm. Experienced search consultants typically interview hundreds and even thousands of senior executives; they... View Details
      Keywords: Executive Ability; Management Skills; Learning
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      Groysberg, Boris. "Keep Learning Once You Hit the C-Suite." Harvard Business Review Digital Articles (June 11, 2014).
      • 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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      Heckler, Susan E., Kevin L. Keller, Michael J. Houston, and Jill Avery. "Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims." Journal of Marketing Communications 20, no. 3 (June 2014): 176–196.
      • May 2014 (Revised March 2017)
      • Case

      Unilever's Lifebuoy in India: Implementing the Sustainability Plan

      By: Christopher A. Bartlett

      Unilever's new Global Brand VP must not only revitalize Lifebuoy soap's sagging market performance, but simultaneously impact the health of one billion people worldwide. The latter challenge comes from Unilever's new CEO who has introduced the Unilever Sustainable... View Details

      Keywords: Multinational Management; Corporate Social Responsibility; Strategy Implementation; Marketing Strategy; Mission And Purpose; Change Management; International Business; Global; Fast-moving Consumer Goods; Soap; Corporate Social Responsibility and Impact; Health Care and Treatment; Environmental Sustainability; Global Strategy; Developing Countries and Economies; Beauty and Cosmetics Industry; Health Industry; India
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      Bartlett, Christopher A. "Unilever's Lifebuoy in India: Implementing the Sustainability Plan." Harvard Business School Case 914-417, May 2014. (Revised March 2017.)
      • May 2014
      • Case

      Goldman Sachs: Anchoring Standards After the Financial Crisis

      By: Rajiv Lal and Lisa Mazzanti
      Goldman Sachs, a longtime venerable financial institution headquartered in New York City, had a partnership culture that was known to value its clients. But when the financial crisis hit in 2008 and Goldman Sachs emerged relatively unscathed, its public image took a... View Details
      Keywords: Brand Management; Public Image; Corporate Accountability; Reputation; Standards; Financial Crisis; Brands and Branding; Banking Industry; Financial Services Industry
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      Lal, Rajiv, and Lisa Mazzanti. "Goldman Sachs: Anchoring Standards After the Financial Crisis." Harvard Business School Case 514-020, May 2014.
      • 2014
      • Other Teaching and Training Material

      Marketing Reading: Brand Positioning

      By: Jill Avery and Sunil Gupta
      This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides... View Details
      Keywords: Brand Positioning; Branding; Consumer Research; Defensive Strategies; Market Positioning; Marketing; Product Differentiation; Product Positioning; Strategic Positioning; Value Proposition; Customer Relationship Management; Organizational Structure; Customer Satisfaction; Brands and Branding
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      Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014.
      • May–June 2014
      • Article

      The Magic of Innovation

      By: Stefan Thomke and Jason Randal
      Why do certain product and service experiences seem to have that undeniable "wow" factor, while others disappoint customers? Perhaps there's no better place to turn to than the world of magic. Consider that leading magicians are constantly under pressure to come up... View Details
      Keywords: Innovation Management; Innovation and Management
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      Thomke, Stefan, and Jason Randal. "The Magic of Innovation." European Business Review (May–June 2014): 2–6.
      • April 2014 (Revised July 2017)
      • Case

      The Tate's Digital Transformation

      By: Jill Avery
      John Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate's... View Details
      Keywords: Digital; Marketing Communication; Non-profit Management; Marketing; Marketing Strategy; Nonprofit Organizations; Social Media; Entertainment and Recreation Industry; Tourism Industry; United Kingdom
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      Avery, Jill. "The Tate's Digital Transformation." Harvard Business School Case 314-122, April 2014. (Revised July 2017.)
      • March 18, 2014
      • Article

      The Seven Skills You Need to Thrive in the C-Suite

      By: Boris Groysberg
      What executive skills are most prized by companies today? How has that array of skills changed in the last decade, and how is it likely to change in the next ten years? To find out, I surveyed senior consultants in 2010 at a top-five global executive-search firm.... View Details
      Keywords: Executive Ability; Management Skills; Leadership; Competency and Skills
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      Groysberg, Boris. "The Seven Skills You Need to Thrive in the C-Suite." Harvard Business Review Digital Articles (March 18, 2014).
      • January 2014 (Revised November 2021)
      • Case

      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
      Keywords: CRM; Retailing; Marketing; Consumer Behavior; Customer Relationship Management; Customer Focus and Relationships; Customer Satisfaction; Marketing Strategy; Brands and Branding; Retail Industry; United States
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      Avery, Jill, and Susan Fournier. "Filene's Basement: Inside a Fired Customer's Relationship." Harvard Business School Case 314-076, January 2014. (Revised November 2021.)
      • January 2014 (Revised January 2017)
      • Case

      Nivea (A)

      By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar
      The case describes the efforts of Beiersdorf, a worldwide leader in the cosmetics and skin care industries, to generate and commercialize new R&D through open innovation using external crowds and "netnographic" analysis. Beiersdorf, best known for its consumer brand... View Details
      Keywords: Innovation; Innovation Management; Crowdsourcing; Big Data; Innovation Strategy; Innovation and Management; Knowledge Management; Knowledge Sharing; Research and Development; Social and Collaborative Networks; Collaborative Innovation and Invention; Analytics and Data Science; Beauty and Cosmetics Industry; Consumer Products Industry
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      Lakhani, Karim R., Johann Fuller, Volker Bilgram, and Greta Friar. "Nivea (A)." Harvard Business School Case 614-042, January 2014. (Revised January 2017.)
      • January 2014 (Revised February 2014)
      • Teaching Note

      Rana Plaza: Workplace Safety In Bangladesh (A) and (B)

      By: John A. Quelch and Margaret L. Rodriguez
      On April 24, 2013 the Rana Plaza factory building collapsed in Dhaka, the capital of Bangladesh. Over 1,100 people were killed in the worst industrial accident since the Union Carbide plant gas leak in Bhopal, India. Most of the victims worked for garment factories,... View Details
      Keywords: Safety; Multinational Firms and Management; Labor Unions; Business and Stakeholder Relations; Working Conditions; Corporate Accountability; Crisis Management; Manufacturing Industry; Apparel and Accessories Industry; Bangladesh
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      Quelch, John A., and Margaret L. Rodriguez. "Rana Plaza: Workplace Safety In Bangladesh (A) and (B)." Harvard Business School Teaching Note 514-062, January 2014. (Revised February 2014.)
      • 2014
      • Case

      Microfinance Services in Rural Areas--Farmers' Self-reliance Branch of CFPA Microfinance in Shangyi County

      By: F. Warren McFarlan, Siqun Yang and Meihua Shen
      Microfinance is introduced into China in the 1990s. It had gone through 3 phases since the beginning, namely the pilot phase when all Microfinance practices are sponsored by charity funds based on projects, the promotion phase when the government subsidized some... View Details
      Keywords: Rural Entrepreneurship; Value Added; China; Risk Management; Microfinance; China
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      McFarlan, F. Warren, Siqun Yang, and Meihua Shen. "Microfinance Services in Rural Areas--Farmers' Self-reliance Branch of CFPA Microfinance in Shangyi County." 2014.
      • 2014
      • Teaching Note

      Microfinance Services in Rural Areas--Farmers' Self-reliance Branch of CFPA Microfinance in Shangyi County (TN)

      By: F. Warren McFarlan, Yang Siqun and Shen Meihua
      Microfinance is introduced into China in the 1990s. It had gone through 3 phases since the beginning, namely the pilot phase when all Microfinance practices are sponsored by charity funds based on projects, the promotion phase when the government subsidized some... View Details
      Keywords: Microfinance; Rural Entrepreneurship; Value Added; China; China
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      McFarlan, F. Warren, Yang Siqun, and Shen Meihua. "Microfinance Services in Rural Areas--Farmers' Self-reliance Branch of CFPA Microfinance in Shangyi County (TN)." Tsinghua University Teaching Note, 2014.
      • October 2013 (Revised January 2016)
      • Case

      J.C. Penney's 'Fair and Square' Strategy (Abridged)

      By: Elie Ofek and Jill Avery
      As he gets ready to release 2nd quarter 2012 results, Ron Johnson, the new CEO of department store J.C. Penney, is reconsidering the dramatic changes he initiated for the business model and brand image of his company. A new pricing scheme he put in place in February,... View Details
      Keywords: Business Model; Change Management; Marketing Strategy; Price; Consumer Behavior; Decision Making; Management Teams; Brands and Branding; Retail Industry; United States
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      Ofek, Elie, and Jill Avery. "J.C. Penney's 'Fair and Square' Strategy (Abridged)." Harvard Business School Case 514-063, October 2013. (Revised January 2016.)
      • 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
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      Steenburgh, Thomas, and Jill Avery. Harvard Business Review's Go to Market Tools: Customer Lifetime Value. Tool. Harvard Business Review Press, 2013. Electronic.
      • October 2013
      • Case

      Oaktree and the Restructuring of CIT Group (A)

      By: Victoria Ivashina and David Scharfstein
      CIT's prepackaged bankruptcy marked the first time a major financial institution was able to successfully restructure and emerge from Chapter 11 bankruptcy, challenging conventional views that a financial firm could not survive bankruptcy proceedings as a going... View Details
      Keywords: Debt Securities; Restructuring; Financial Services Industry
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      Ivashina, Victoria, and David Scharfstein. "Oaktree and the Restructuring of CIT Group (A)." Harvard Business School Case 214-035, October 2013.
      • September 2013 (Revised June 2019)
      • Case

      Marquee: Reinventing the Business of Nightlife

      By: Anita Elberse, Ryan Barlow and Sheldon Wong
      In January 2013, nightlife impresarios Jason Strauss and Noah Tepperberg are celebrating the re-opening of their famed New York City–based nightclub Marquee. While most clubs are over within their first one and a half years, Strauss and Tepperberg managed to keep... View Details
      Keywords: Creative Industries; Nightlife; Service Management; Entertainment; Fashion; Celebrities; Event Marketing; Risk Management; Customer Relationship Management; Change Management; Supply Chain Management; Music Entertainment; Product Marketing; Entertainment and Recreation Industry; Las Vegas
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      Elberse, Anita, Ryan Barlow, and Sheldon Wong. "Marquee: Reinventing the Business of Nightlife." Harvard Business School Case 514-028, September 2013. (Revised June 2019.)
      • August 2013 (Revised July 2014)
      • Case

      Coffee Wars in India: Café Coffee Day Takes On the Global Brands

      By: David B. Yoffie and Tanya Bijlani
      Café Coffee Day (CCD) is contemplating how to respond to the entry of Starbucks into the Indian coffee chain market. The case study describes the emergence of CCD as the leading coffee chain in India, with over 1,400 cafes in India. In early 2013, Starbucks, the... View Details
      Keywords: Strategy; Competitors; Competition; Market Entry and Exit; Retail Industry; India
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      Yoffie, David B., and Tanya Bijlani. "Coffee Wars in India: Café Coffee Day Takes On the Global Brands." Harvard Business School Case 714-409, August 2013. (Revised July 2014.)
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