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- 07 Apr 2020
- Research & Ideas
What Customers Need to Hear from You During the COVID Crisis
Value. She is a former brand manager at Gillette, AT&T, and Samuel Adams and an advertising agency executive, and remains close to practice View Details
Keywords: by Jill Avery and Richard Edelman
- 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... View Details
- 09 Sep 2024
- HBS Case
McDonald’s and the Post #MeToo Rules of Sex in the Workplace
It was a brief dalliance, just a few weeks in length, over text and video only. The end of the affair was nonetheless just the beginning for Stephen Easterbrook, the McDonald’s CEO who went from being hailed as the company’s “savior”... View Details
- 17 Jan 2023
- In Practice
8 Trends to Watch in 2023
As 2023 begins, businesses and employees face an uncertain economy and labor market, as the twin dilemmas of inflation and interest rates weigh on forecasts. Harvard Business School faculty share the top trends that they believe will shape the workplace and markets... 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
- 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... View Details
Keywords: by Michael Blanding
- 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... 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 View Details
- 25 Mar 2015
- HBS Case
Tate’s Digital Makeover Transforms the Traditional Museum
and attracting entirely new ones. Rethinking A Trip To The Museum A museum trip has traditionally been an intensely physical experience: walking gallery floors, hearing footsteps echo off spacious halls, and... View Details
- 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... View Details
- 10 Jan 2024
- Research & Ideas
Technology and COVID Upended Tipping Norms. Will Consumers Keep Paying?
brought along by the pandemic have ushered in changes to the informal customs around who gets tips and how much, according to Jill Avery, senior lecturer of business... View Details
Keywords: by Anna Lamb, Harvard Gazette
- 24 Apr 2020
- Op-Ed
Lessons from the NFL: Virtual Hiring, Leadership, Building Teams and COVID-19
but Coach Bill Belichick got to see Edelman in action at Kent State’s pro day and was so impressed by his speed that he drafted him as a wide receiver. View Details
- 11 May 2016
- Research & Ideas
Fix This! Why is it so Painful to Buy a New Car?
Harvard Business School have as much pain shopping for a new car as the rest of us. For Jill Avery, a senior lecturer in the Marketing Unit, one experience included being ignored by a salesman, who turned... 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
- 19 Sep 2017
- First Look
First Look at New Research and Ideas, September 19
increased by 0.75 percentage points, increasing sales dispersion. Calibrating conventional inventory-ordering models, we show that to respond optimally to the observed increase in dispersion, the retailer would need to increase its cycle... View Details
Keywords: Sean Silverthorne
- February 2018 (Revised October 2019)
- Case
HubSpot and Motion AI: Chatbot-Enabled CRM
By: Jill Avery and Thomas Steenburgh
HubSpot, an inbound marketing, sales, and customer relationship management (CRM) software provider, announced that it had acquired Motion AI, a software platform that enabled companies to easily build and deploy chatbots, fueled by artificial intelligence, to interact... View Details
Keywords: CRM; Sales Management; Customer Service; Artificial Intelligence; B2B Vs. B2C; Business Marketing; SaaS; Marketing; Marketing Strategy; Brands and Branding; Customer Focus and Relationships; Sales; Salesforce Management; Technological Innovation; Applications and Software; Customer Relationship Management; AI and Machine Learning; Technology Industry; Service Industry; United States; North America
Avery, Jill, and Thomas Steenburgh. "HubSpot and Motion AI: Chatbot-Enabled CRM." Harvard Business School Case 518-067, February 2018. (Revised October 2019.)
- 14 Nov 2017
- First Look
New Research and Ideas: November 14, 2017
experts to discuss how researchers can impact a broader audience, by lending their scientific expertise to pressing social issues, current events, and public debates. The landmark Brown v. Board of Education... View Details
Keywords: Carmen Nobel
- Research Summary
Consumer-Brand Relationships and CRM
By: Jill J. Avery
This highly pragmatic stream investigates the contemporary practice of customer relationship management (CRM) by exploring the phenomenological, lived experience of consumers' relationships with brands. Using a contracting theory lens supplemented with knowledge of... View Details
- 10 Feb 2015
- First Look
First Look: February 10
through the intermediary. We show that this leads to inflated retail prices, excessive adoption of the intermediaries' services, over-investment in benefits to buyers, and a reduction in consumer surplus and... View Details
Keywords: Sean Silverthorne
- February 2018 (Revised October 2019)
- Technical Note
The Art and Science of Brand Valuation
By: Jill Avery
Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are... View Details
Keywords: Brand Valuation; Brand Value; Brand; Brand Management; Marketing ROI; Brand Equity; Analytics; Return On Investment; Brands and Branding; Valuation; Marketing; Marketing Strategy; Investment Return; Consumer Behavior; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry
Avery, Jill. "The Art and Science of Brand Valuation." Harvard Business School Technical Note 518-086, February 2018. (Revised October 2019.)