Jill Avery

Harvard Business School

Senior Lecturer

Cambridge, MA

United States

  • Harvard Business School

SCHOLARLY PAPERS

17

DOWNLOADS
Rank 34,176

SSRN RANKINGS

Top 34,176

in Total Papers Downloads

3,048

TOTAL CITATIONS

22

Scholarly Papers (17)

Actions:
Email selected abstracts
1.

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 1,596 (23,817)
Citation 13

Abstract:

Loading...

marketing, branding, open source branding, consumer engagement

2.

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 1,167 (37,722)
Citation 7

Abstract:

Loading...

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

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 285 (218,449)
Citation 2

Abstract:

Loading...

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
Michael I. Norton, Fiona Wilson, Jill Avery and Thomas J. Steenburgh
Harvard Business School - Marketing Unit, affiliation not provided to SSRN, Harvard Business School and University of Virginia - Darden Graduate School of Business

Abstract:

Loading...

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:

Loading...

6.

HubSpot: Lower Churn Though Greater CHI

Harvard Business School Accounting & Management Unit Case No. 110-052
Posted: 28 Feb 2012
Francisco de Asis Martinez-Jerez, Thomas J. Steenburgh, Jill Avery and Lisa Brem
Cornell University, University of Virginia - Darden Graduate School of Business, Harvard Business School and Harvard University - Business School (HBS)

Abstract:

Loading...

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:

Loading...

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:

Loading...

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:

Loading...

10.

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:

Loading...

11.

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:

Loading...

12.

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:

Loading...

13.

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:

Loading...

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:

Loading...

15.

Hubspot: Inbound Marketing and Web 2.0

HBS Case No. 509-049, Harvard Business School Marketing Unit
Posted: 20 Oct 2009
Thomas J. Steenburgh, Jill Avery and Naseem Dahod
University of Virginia - Darden Graduate School of Business, Harvard Business School and Harvard Business School

Abstract:

Loading...

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 University - Business School (HBS) and Harvard Business School

Abstract:

Loading...

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
Jill Avery, Thomas J. Steenburgh, John Deighton and Mary Caravella
Harvard Business School, University of Virginia - Darden Graduate School of Business, Harvard Business School - Marketing Unit and University of Connecticut - Department of Marketing

Abstract:

Loading...

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