Jill Avery

Harvard Business School

Senior Lecturer

Cambridge, MA

United States

SCHOLARLY PAPERS

17

DOWNLOADS
Rank 25,307

SSRN RANKINGS

Top 25,307

in Total Papers Downloads

1,407

CITATIONS
Rank 36,201

SSRN RANKINGS

Top 36,201

in Total Papers Citations

5

Scholarly Papers (17)

1.

Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending

International Journal of Research in Marketing, Forthcoming December 2012
Number of pages: 49 Posted: 31 Jan 2008 Last Revised: 29 Apr 2012
Jill Avery
Harvard Business School
Downloads 642 (25,962)

Abstract:

gender, masculinity, consumer behavior, self/identity, branding, brand extensions, brand community, netnography, ethnography, brand management

2.

The Uninvited Brand

Boston University School of Management Research Paper No. 2010-32
Number of pages: 41 Posted: 22 Nov 2011
Susan Fournier and Jill Avery
Boston University and Harvard Business School
Downloads 393 (35,469)
Citation 3

Abstract:

marketing, branding, open source branding, consumer engagement

3.

Saving Face by Making Meaning: Consumers' Self-Serving Response to Brand Extensions

Number of pages: 73 Posted: 16 Aug 2013
Jill Avery
Harvard Business School
Downloads 60 (222,878)
Citation 2

Abstract:

brand management, brand extensions, self/identity, brand community, consumer behavior, ethnography, netnography

4.

Better World Books

Harvard Business School Marketing Unit case no. 511-057
Posted: 19 Mar 2012
Harvard Business School - Marketing Unit, affiliation not provided to SSRN, Harvard Business School and University of Virginia - Darden Graduate School of Business

Abstract:

5.

Porsche: The Cayenne Launch

Harvard Business School Marketing Unit Case No. 511-068
Posted: 14 Mar 2012
John Deighton, Jill Avery and Jeffrey Fear
Harvard Business School - Marketing Unit, Harvard Business School and Dept. of Business Administration

Abstract:

6.

HubSpot: Lower Churn Though Greater CHI

Harvard Business School Accounting & Management Unit Case No. 110-052
Posted: 28 Feb 2012
University of Notre Dame - Department of Accountancy, University of Virginia - Darden Graduate School of Business, Harvard Business School and Harvard Business School

Abstract:

7.

EMC2: Delivering Customer Centricity

Harvard Business School Marketing Unit Case No. 511-124
Posted: 28 Feb 2012
Thomas J. Steenburgh and Jill Avery
University of Virginia - Darden Graduate School of Business and Harvard Business School

Abstract:

8.

The Pepsi Refresh Project: A Thirst for Change

Harvard Business School Marketing Unit Case No. 512-018
Posted: 04 Feb 2012
Michael I. Norton and Jill Avery
Harvard Business School - Marketing Unit and Harvard Business School

Abstract:

9.

Nanda Home: Preparing for Life after Clocky

Harvard Business School Marketing Unit Case No. 511-134
Posted: 29 Jan 2012
Elie Ofek and Jill Avery
Harvard Business School - Marketing Unit and Harvard Business School

Abstract:

10.

Marketing Analysis Toolkit: Pricing and Profitability Analysis

HBS Case No. 511-028, Harvard Business School Marketing Unit
Posted: 19 Aug 2010
Thomas J. Steenburgh and Jill Avery
University of Virginia - Darden Graduate School of Business and Harvard Business School

Abstract:

11.

Marketing Analysis Toolkit: Customer Lifetime Value Analysis

HBS Case No. 511-029, Harvard Business School Marketing Unit
Posted: 19 Aug 2010
Thomas J. Steenburgh and Jill Avery
University of Virginia - Darden Graduate School of Business and Harvard Business School

Abstract:

12.

Marketing Analysis Toolkit: Breakeven Analysis

HBS Case No. 510-080, Harvard Business School Marketing Unit
Posted: 06 Mar 2010
Thomas J. Steenburgh and Jill Avery
University of Virginia - Darden Graduate School of Business and Harvard Business School

Abstract:

13.

Marketing Analysis Toolkit: Situation Analysis

HBS Case No. 510-079, Harvard Business School Marketing Unit
Posted: 06 Mar 2010
Thomas J. Steenburgh and Jill Avery
University of Virginia - Darden Graduate School of Business and Harvard Business School

Abstract:

14.

Marketing Analysis Toolkit: Market Size and Market Share Analysis

HBS Case No. 510-081, Harvard Business School Marketing Unit
Posted: 06 Mar 2010
Thomas J. Steenburgh and Jill Avery
University of Virginia - Darden Graduate School of Business and Harvard Business School

Abstract:

15.

Hubspot: Inbound Marketing and Web 2.0

HBS Case No. 509-049, Harvard Business School Marketing Unit
Posted: 20 Oct 2009
University of Virginia - Darden Graduate School of Business, Harvard Business School and Harvard Business School

Abstract:

16.

Understanding Brands, Module Note

HBS Case No. 509-041, Harvard Business School Marketing Unit
Posted: 14 Jun 2009
Anat Keinan and Jill Avery
Harvard Business School and Harvard Business School

Abstract:

17.

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

Harvard Business School Marketing Research Paper No. 07-043
Posted: 07 Feb 2007 Last Revised: 19 Jun 2014
Harvard Business School, University of Virginia - Darden Graduate School of Business, Harvard Business School - Marketing Unit and University of Connecticut - Department of Marketing

Abstract:

multichannel retailing, channels of distribution, channel management, channel migration, direct marketing, e-commerce, retail stores