by Jill Avery, Mary Caravella, John Deighton - Publications - Faculty & Research

12 Feb 2007
Working Paper Summaries

Adding Bricks to Clicks: The Effects of Store Openings on Sales through Direct Channels

Keywords: by Jill Avery, Mary Caravella, John Deighton & Thomas Steenburgh; Retail

Awards

Louis W. Stern Award

Winner of the 2020 Louis W. Stern Award from the American Marketing Association for “Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time” (Journal of Marketing, 2012) with Jill Avery, Thomas Steenburgh, and Mary Caravella. View Details

13 Nov 2013
Research & Ideas

Should Men’s Products Fear a Woman’s Touch?

after the launch of the Cayenne. While she hadn't set out to focus on gender specifically, she found that gender dominated the discussions about the new vehicle. (The Cayenne launch became the basis of an HBS teaching case that Avery cowrote with Professor View Details

Keywords: by Carmen Nobel; Consumer Products; Food & Beverage; Auto

13 Dec 2011
First Look

First Look: Dec. 13

PublicationsAdding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time Authors:Jill Avery, Thomas J. Steenburgh, John Deighton, and Mary... View Details

Keywords: Sean Silverthorne

19 Apr 2011
First Look

First Look: April 19

Facebook John Deighton and Leora KornfeldHarvard Business School Case 511-110 In late 2008, executives at Coca-Cola had to decide what to do with a fan-created page on Facebook that had amassed over one... View Details

Keywords: Sean Silverthorne

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

Keywords: by Dina Gerdeman; Advertising; Technology

November 2013
Article

Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping

By: Jill Avery, Thomas Steenburgh, John A. Deighton and Mary Caravella

Buying a product has never been easier. Consumers can shop online, over the phone or via mail order, from home or on the go, and if they want to experience touch and feel, they can also visit a "real" store. Often, one and the same retailer offers several of these... View Details

Keywords: Channel Management; Retailing; Marketing; Marketing Channels; Marketing Strategy; E-commerce; Retail Industry; United States

Citation

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May 2012
Article

Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time

By: Jill Avery, Thomas J. Steenburgh, John Deighton and Mary Caravella

The authors propose a conceptual framework to explain whether and when the introduction of a new retail store channel helps or hurts sales in existing direct channels. A conceptual framework separates short- and long-term effects by analyzing the capabilities of a... View Details

Keywords: Marketing; Channels; Channels Of Distribution; Distribution; Retailing; Channel Management; Channel Migration; Multichannel Retailing; Framework; Customers; Marketing Channels; Sales; Internet and the Web; Demand and Consumers; Competency and Skills; Distribution Channels; E-commerce; Retail Industry; United States

Citation

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