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      • Faculty Publications  (190)

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      • February 2021 (Revised March 2022)
      • Case

      TikTok in 2020: Super App or Supernova?

      By: Jeffrey F. Rayport, Dan Maher and Dan O'Brien
      TikTok’s parent company, ByteDance, was launched in 2012 around a simple idea – helping users entertain themselves on their smartphones while on the Beijing Subway. In less than a decade, it had become one of the world’s most valuable private companies, with investors... View Details
      Keywords: Business Model; Business Startups; Business Organization; Change Management; Disruption; Cross-Cultural and Cross-Border Issues; Global Strategy; Health Pandemics; Innovation Strategy; Growth and Development Strategy; Growth Management; Brands and Branding; Marketing Strategy; Marketing Channels; Network Effects; Digital Platforms; Product Design; Product Development; Partners and Partnerships; Opportunities; Social Issues; Mobile and Wireless Technology; Internet and the Web; Value Creation; United States; China
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      Rayport, Jeffrey F., Dan Maher, and Dan O'Brien. "TikTok in 2020: Super App or Supernova?" Harvard Business School Case 821-087, February 2021. (Revised March 2022.)
      • February 2021 (Revised July 2022)
      • Case

      Sarah Breedlove: Changing the World

      By: Robert Simons and Max Saffer
      This case describes the rise of Sarah Breedlove, who later called herself Madam C.J. Walker, from the cotton fields of Louisiana to the head of a successful, nationwide beauty company providing opportunity and hair care products to Black women. The case describes how... View Details
      Keywords: Brands; African-american Entrepreneurs; Entrepreneurship; Values and Beliefs; Personal Characteristics; Success; Work-Life Balance; Business Startups; Brands and Branding; Marketing; Personal Development and Career; Beauty and Cosmetics Industry; United States
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      Simons, Robert, and Max Saffer. "Sarah Breedlove: Changing the World." Harvard Business School Case 121-060, February 2021. (Revised July 2022.)
      • January 2021 (Revised March 2021)
      • Case

      THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

      By: Jill Avery, Ayelet Israeli and Emma von Maur
      THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details
      Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Preference Prediction; Predictive Analytics; App Development; "Marketing Analytics"; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Fashion Industry; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
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      Avery, Jill, Ayelet Israeli, and Emma von Maur. "THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)." Harvard Business School Case 521-070, January 2021. (Revised March 2021.)
      • December 2020 (Revised April 2021)
      • Case

      Arcos Dorados: A QSR Recovery Plan

      By: Forest Reinhardt, José B. Alvarez, Jenyfeer Martinez Buitrago and Mariana Cal
      Arcos Dorados—McDonald’s largest independent franchisee, covering Latin America and the Caribbean (LAC)—faced a pandemic that was disrupting the entire consumer foodservice business in 2020. With the exclusive right to own, operate, and sub-franchise McDonald’s... View Details
      Keywords: Agribusiness; Animal-Based Agribusiness; Plant-Based Agribusiness; Customer Value and Value Chain; Income; Macroeconomics; Environmental Management; Environmental Sustainability; Cross-Cultural and Cross-Border Issues; Food; Health Pandemics; Crisis Management; Logistics; Corporate Social Responsibility and Impact; Strategic Planning; Food and Beverage Industry; Agriculture and Agribusiness Industry; Retail Industry; Latin America; Aruba; Guadeloupe; Martinique; Mexico; Panama; Costa Rica; Argentina; Brazil; Chile; Colombia; Ecuador; French Guiana; Peru; Uruguay; Venezuela; Puerto Rico; Trinidad and Tobago
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      Reinhardt, Forest, José B. Alvarez, Jenyfeer Martinez Buitrago, and Mariana Cal. "Arcos Dorados: A QSR Recovery Plan." Harvard Business School Case 721-023, December 2020. (Revised April 2021.)
      • November 2020 (Revised February 2022)
      • Case

      CommonSpirit Health: Integrating a Merger of Equals

      By: Robert S. Huckman, Hise Gibson and Nicole Gilmore
      Soon after closing the 2019 merger of Catholic Health Initiatives (CHI) and Dignity Health to create CommonSpirit Health, Lloyd Dean and Kevin Lofton-–jointly appointed to the role of CEO—must make several operational and strategic decisions related to the integration... View Details
      Keywords: Health Care Delivery; Hospital; Merger; Merger Integration; Hospital Mergers; Health Information Technology; CEOs; Health Care and Treatment; Mergers and Acquisitions; Integration; Leadership; Customer Value and Value Chain; Decision Choices and Conditions; Governance; Information Technology; Health Industry; United States
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      Huckman, Robert S., Hise Gibson, and Nicole Gilmore. "CommonSpirit Health: Integrating a Merger of Equals." Harvard Business School Case 621-034, November 2020. (Revised February 2022.)
      • July 2020 (Revised July 2023)
      • Case

      Live Nation and Pharrell Williams

      By: Anita Elberse and Kate Christensen
      “We’re in business together, and whether we lose a few million dollars or make a few million dollars, let’s do this. If you think you can pull it off, I’m behind you.” Michael Rapino, chief executive officer of Live Nation, the world’s leading live entertainment... View Details
      Keywords: Music; Entertainment; Superstars; Talent; Labor Economics; General Management; Music Entertainment; Media; Talent and Talent Management; Joint Ventures; Marketing; Strategy; Music Industry
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      Elberse, Anita, and Kate Christensen. "Live Nation and Pharrell Williams." Harvard Business School Case 521-005, July 2020. (Revised July 2023.)
      • June 2020
      • Teaching Note

      Shiseido Acquires Drunk Elephant

      By: Jill Avery
      On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details
      Keywords: Brand Management; Brand Valuation; Brand Equity; Brand Value; Mergers & Acquisitions; Startup; DTC; Brand Portfolio Strategy; Marketing; Marketing Strategy; Brands and Branding; Mergers and Acquisitions; Valuation; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Consumer Products Industry; United States; Japan; Asia; North America
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      Avery, Jill. "Shiseido Acquires Drunk Elephant." Harvard Business School Teaching Note 520-121, June 2020.
      • June 2020
      • Teaching Note

      Global Brand Management of Anheuser Busch InBev's Budweiser

      By: Jill Avery
      Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details
      Keywords: Brand Management; Global Brands; Brand Equity; Brand Storytelling; Brand Communication; Brand Positioning; Marketing; Brands and Branding; Marketing Communications; Global Strategy; Food and Beverage Industry; Consumer Products Industry; United States; China; Africa; Latin America
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      Avery, Jill. "Global Brand Management of Anheuser Busch InBev's Budweiser." Harvard Business School Teaching Note 520-130, June 2020.
      • June 2020
      • Teaching Note

      Armarium: Luxury Fashion Brands for Rent

      By: Jill Avery and David Fubini
      Armarium, a two-sided digital 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: Luxury Brand; Fashion; Sharing Economy; Two-sided Marketplace; Target Market; Customer Selection; Marketing; Brands and Branding; Luxury; Two-Sided Platforms; Business Model; Growth and Development Strategy; Customer Value and Value Chain; Fashion Industry; Consumer Products Industry; United States; North America
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      Avery, Jill, and David Fubini. "Armarium: Luxury Fashion Brands for Rent." Harvard Business School Teaching Note 520-108, June 2020.
      • May 2020
      • Teaching Note

      Kraft Heinz: The $8 Billion Brand Write-Down

      By: Jill Avery
      Teaching Note for HBS Case No. 519-076. On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had... View Details
      Keywords: Marketing; Marketing Strategy; Brands and Branding; Consumer Products Industry; Food and Beverage Industry; United States
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      Avery, Jill. "Kraft Heinz: The $8 Billion Brand Write-Down." Harvard Business School Teaching Note 520-114, May 2020.
      • 2020
      • Working Paper

      No Line Left Behind: Assortative Matching Inside the Firm

      By: Achyuta Adhvaryu, Vittorio Bassi, Anant Nyshadham and Jorge Tamayo
      How do firms pair workers with managers, and which constraints affect the allocation of labor within the firm? We characterize the sorting pattern of managers to workers in a large readymade garment manufacturer in India and then explore potential drivers of the... View Details
      Keywords: Assortative Matching; Productivity; Global Buyers; Readymade Garments; Management; Employees; Performance Productivity
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      Adhvaryu, Achyuta, Vittorio Bassi, Anant Nyshadham, and Jorge Tamayo. "No Line Left Behind: Assortative Matching Inside the Firm." Harvard Business School Working Paper, No. 20-103, March 2020.
      • March 2020
      • Teaching Note

      onefinestay: Building a Luxury Experience in the Sharing Economy

      By: Jill Avery and Anat Keinan
      onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the... View Details
      Keywords: Two-sided Marketplace; Two-sided Market; Hospitality Industry; Hotels; Luxury Brand; Sharing Economy; Startup; Scaling; Growth; Customer Segmentation; Brand Positioning; Marketing; Marketing Strategy; Brands and Branding; Luxury; Entrepreneurship; Business Startups; Business Model; Venture Capital; Customers; Segmentation; Growth and Development Strategy; Travel Industry; Tourism Industry; Accommodations Industry; United Kingdom; London; Europe
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      Avery, Jill, and Anat Keinan. "onefinestay: Building a Luxury Experience in the Sharing Economy." Harvard Business School Teaching Note 520-092, March 2020.
      • March 2020
      • Case

      Thingtesting: Launching a Brand Discovery and Testing Digital Community

      By: Ayelet Israeli and Jill Avery
      Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander... View Details
      Keywords: Influencer Marketing; Monetization; Female Ceo; Female Entrepreneur; Female Protagonist; Influencers; Influencer; Direct-to-consumer; Marketing; Brands and Branding; Marketing Strategy; Venture Capital; Entrepreneurship; Marketing Communications; Consumer Products Industry; Financial Services Industry; Advertising Industry; London; United Kingdom; United States; Europe; North America
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      Israeli, Ayelet, and Jill Avery. "Thingtesting: Launching a Brand Discovery and Testing Digital Community." Harvard Business School Case 520-086, March 2020.
      • January–February 2020
      • Article

      Competing in the Age of AI

      By: Marco Iansiti and Karim R. Lakhani
      Today’s markets are being reshaped by a new kind of firm—one in which artificial intelligence (AI) runs the show. This cohort includes giants like Google, Facebook, and Alibaba, and growing businesses such as Wayfair and Ocado. Every time we use their services, the... View Details
      Keywords: Artificial Intelligence; Algorithms; Technological Innovation; Business Model; Competition; Competitive Strategy; AI and Machine Learning
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      Iansiti, Marco, and Karim R. Lakhani. "Competing in the Age of AI." Harvard Business Review 98, no. 1 (January–February 2020): 60–67.
      • January 2020 (Revised March 2020)
      • Case

      LOLA: Do You Know What's in Your Tampon?

      By: Leonard A. Schlesinger and Aldo Sesia
      LOLA is a direct-to-consumer (DTC) business launched in 2015. What started as a company to provide women with organic and transparent material-labeled tampons via a subscription model, had, by 2019 evolved to include additional menstrual and sexual wellness products.... View Details
      Keywords: Direct-to-consumer; Channels; Disruption; Business Model; Brands and Branding; Internet and the Web; Strategy; Retail Industry; United States; Canada
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      Schlesinger, Leonard A., and Aldo Sesia. "LOLA: Do You Know What's in Your Tampon?" Harvard Business School Case 320-015, January 2020. (Revised March 2020.)
      • December 2019
      • Supplement

      Mãe Terra and Unilever (B)

      By: Lynn S. Paine, Ruth Costas and Mariana Cal
      Unilever is making strides to integrate the operations of Mãe Terra—one of Brazil's leading brands for packaged organic foods—into its own structures, after acquiring the company in 2017. Mãe Terra’s CEO, Alexandre Borges, must decide whether to implement his original... View Details
      Keywords: Brand Management; Sustainability; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Corporate Governance; Governing and Advisory Boards; Environmental Sustainability; Organizational Culture; Food and Beverage Industry; Agriculture and Agribusiness Industry; Brazil; Latin America
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      Paine, Lynn S., Ruth Costas, and Mariana Cal. "Mãe Terra and Unilever (B)." Harvard Business School Supplement 320-069, December 2019.
      • November 2019 (Revised September 2022)
      • Case

      TripAdvisor: An Itinerary for Growth

      By: Jeffrey F. Rayport, Spencer Rascoff and Susie L. Ma
      In 2019, TripAdvisor was one of the best-known and most-trafficked online travel sites. For nearly 20 years, its founder and CEO Steve Kaufer had steered TripAdvisor through many phases of growth and profitability, but recently the company’s growth had started to slow.... View Details
      Keywords: Business Growth and Maturation; Decision Making; Business or Company Management; Growth Management; Innovation and Invention; Brands and Branding; Operations; Customer Value and Value Chain; Information Technology; Travel Industry; Massachusetts
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      Rayport, Jeffrey F., Spencer Rascoff, and Susie L. Ma. "TripAdvisor: An Itinerary for Growth." Harvard Business School Case 820-039, November 2019. (Revised September 2022.)
      • November 2019 (Revised June 2020)
      • Case

      Shiseido Acquires Drunk Elephant

      By: Jill Avery
      On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details
      Keywords: Personal Care; Startup; Brand Equity; Brand Valuation; Brand Value; Brand Storytelling; Brand Management; Brands and Branding; Valuation; Marketing; Marketing Strategy; Mergers and Acquisitions; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Consumer Products Industry; United States; Japan
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      Avery, Jill. "Shiseido Acquires Drunk Elephant." Harvard Business School Case 520-052, November 2019. (Revised June 2020.)
      • November 2019
      • Teaching Note

      The Bundesliga in the U.S.

      By: Stephen A. Greyser, Sascha L. Schmidt and Florian Holzmayer
      This Teaching Note addresses the classroom use of the case on the strategy of Germany’s premier football (soccer) league to “win the marketplace of U.S. sports broadcasters and consumers.” The note includes study questions and a teaching plan that also draws on... View Details
      Keywords: Media; Sports; Global Strategy; Marketing Strategy; Competitive Strategy; Media and Broadcasting Industry; Sports Industry; United States
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      Greyser, Stephen A., Sascha L. Schmidt, and Florian Holzmayer. "The Bundesliga in the U.S." Harvard Business School Teaching Note 920-305, November 2019.
      • October 2019
      • Case

      GRIT Fitness

      By: Lynda M. Applegate and Olivia Hull
      In December 2018, GRIT Fitness was a growing chain of boutique fitness studios offering a variety of workout classes, including weightlifting, high intensity interval training, and cardio dance. With 400 members and three Dallas studios, CEO Brittani Rettig believed... View Details
      Keywords: Entrepreneurship; Business Startups; Mission and Purpose; Corporate Strategy; Customer Focus and Relationships; Forecasting and Prediction; Business Plan; Trends; Experience and Expertise; Talent and Talent Management; Training; Health; Selection and Staffing; Leadership Style; Leadership Development; Management Style; Management Teams; Brands and Branding; Organizational Culture; Organizational Structure; Motivation and Incentives; Sports; Competition; Diversification; Expansion; Value Creation; Health Industry; Sports Industry; Texas
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      Applegate, Lynda M., and Olivia Hull. "GRIT Fitness." Harvard Business School Case 820-016, October 2019.
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