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- Faculty Publications (63)
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- All HBS Web (146)
- Faculty Publications (63)
- 18 Sep 2017
- Research & Ideas
'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing
five years, or 18.5 percent of the total by then. “All brands, big and small, are firmly in social media today,” says Jill J. Avery, senior lecturer at Harvard Business School.... View Details
- 09 Jun 2020
- News
Brands under pressure to make a stand on racism
- April 2022
- Teaching Note
Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand
By: Jill Avery
A sixteenth 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... View Details
- 01 Jun 2015
- News
Alumni and Faculty Books for June 2015
Relationships edited by Susan Fournier, Michael Breazeale, and Jill Avery (Routledge) Senior Lecturer Jill View Details
- 08 Aug 2017
- First Look
First Look at Research and Ideas, August 8, 2017
subsumed by the other three. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=53024 August 2017 Obstetrics & Gynecology Relationship Between Labor and Delivery Unit Management Practices... View Details
Keywords: Sean Silverthorne
- 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
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.)
- 2013
- Chapter
Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story
By: Jill Avery
Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers.... View Details
Keywords: Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Auto Industry; Consumer Products Industry
Avery, Jill. "Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story." In Consumer Behavior: Human Pursuit of Happiness in a World of Goods. 3rd ed. by Jill Avery, Robert Kozinets, Arch Woodside, Banwari Mittal, and Priya Raghubir, 645–649. Cincinnati: Open Mentis, 2013.
- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
- 02 Jan 2012
- Research & Ideas
Most Popular Articles of 2011
School professor Benjamin G. Edelman discusses the paper's findings Teaching a 'Lean Startup' Strategy (24,997) http://hbswk.hbs.edu/item/6659.html Published: April 11, 2011 Most startups fail because they waste too much time View Details
Keywords: by Staff
- January 2014
- Supplement
J.C. Penney's 'Fair and Square' Strategy (C): Back to the Future
By: Elie Ofek, Jill Avery and Jose B. Alvarez
Rehired in April 2013, Myron E. "Mike" Ullman III was brought back to stabilize the retailer's business. Under Ron Johnson's "Fair and Square" program, sales had declined rapidly and quarterly losses and expensive capital investments had put severe pressure on cash... View Details
Ofek, Elie, Jill Avery, and Jose B. Alvarez. "J.C. Penney's 'Fair and Square' Strategy (C): Back to the Future." Harvard Business School Supplement 514-073, January 2014.
- Web
Credential of Leadership, Impact, and Management in Business | HBS Online
Leadership, Impact, and Management in Business Wallace Brett Donham Professor of Business Administration Faculty Chair Jill Avery Credential of Leadership, Impact, View Details
- 17 Nov 2020
- In Practice
How Retailers Can Thrive in a Shopping Season Like No Other
online will likely worry about receiving gifts on time. Training staff to enforce rapidly changing health guidelines and diffuse tension with customers who don’t comply mask-wearing regulations will also be critical to keeping the peace... View Details
- 15 Nov 2016
- First Look
November 15, 2016
Falato, Antonio, and David Scharfstein Abstract—We present evidence that pressure to maximize short-term stock prices and earnings leads banks to increase risk. We start by... View Details
Keywords: Sean Silverthorne
- 14 Oct 2009
- First Look
First Look: October 14
the Twentieth Century, edited by Richard Coopey and Peter Lyth. Oxford: Oxford University Press, 2009 Abstract This chapter discusses the renaissance of British multinational... View Details
Keywords: Martha Lagace
- 16 Aug 2010
- Lessons from the Classroom
HBS Introduces Marketing Analysis Tools for Managers
Steenburgh of HBS and Jill Avery (HBS DBA'07) of Simmons School of Management. We asked Steenburgh to explain how practitioners can use the toolkits in their businesses. Sarah... View Details
Keywords: by Sarah Jane Gilbert
- September 2023
- Case
The Meteoric Rise of Skims
Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who... View Details
Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Inference; Consumer Goods; Consumer Products; Female Entrepreneur; Female Protagonist; Entrepreneurship And Strategy; Brand ＆ Product Management; Competitive Advantage; Online Followers; Retail; Retail Formats; Retailing; Online Retail; Celebrities; Celebrity; Celebrity Endorsement; Go To Market Strategy; Apparel; Startup Marketing; Startups; Social Influencers; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Social Media; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United States
Israeli, Ayelet, Jill Avery, and Leonard A. Schlesinger. "The Meteoric Rise of Skims." Harvard Business School Case 524-023, September 2023.
- 14 Oct 2014
- First Look
First Look: October 14
Review Making Charity Pay By: Norton, Michael I., and Jill Avery Abstract—Companies are increasingly experimenting with the use of philanthropy to enhance consumer loyalty,... View Details
Keywords: Sean Silverthorne
- 17 May 2011
- First Look
First Look: May 17
valuations in first financing rounds. Further econometric tests suggest that, as predicted by the theory, this effect is driven by unobservable heterogeneity, and it is more... View Details
Keywords: Sean Silverthorne
- January 2019 (Revised October 2019)
- Case
Glossier: Co-Creating a Cult Brand with a Digital Community
By: Jill Avery
Glossier’s proclaimed strategy was “born from content; fueled by community.” The digital-first, direct-to-consumer beauty brand had experienced rapid growth, with sales up 600% in 2017 and a customer portfolio that grew by threefold. But, its founder, Emily Weiss, was... View Details
Keywords: Brands; Brand Management; Brand Communication; Retailing; DTC; Influencer; Startup; Internet Marketing; Big Data; Crowdsourcing; Growth and Development Strategy; Social Media; E-commerce; Internet and the Web; Digital Marketing; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; United States; North America
Avery, Jill. "Glossier: Co-Creating a Cult Brand with a Digital Community." Harvard Business School Case 519-022, January 2019. (Revised October 2019.)
- May 2017 (Revised March 2018)
- Case
Predicting Consumer Tastes with Big Data at Gap
By: Ayelet Israeli and Jill Avery
CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big... View Details
Keywords: Retailing; Preference Elicitation; Big Data; Predictive Analytics; Artificial Intelligence; Fashion; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Consumer Behavior; Demand and Consumers; Analytics and Data Science; Forecasting and Prediction; E-commerce; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United States; Canada; North America
Israeli, Ayelet, and Jill Avery. "Predicting Consumer Tastes with Big Data at Gap." Harvard Business School Case 517-115, May 2017. (Revised March 2018.)