Top 40 Bestselling Case Authors 2017/18

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No. 16 Bestselling Case Author 2017/18

Jill AveryJill Avery
Senior Lecturer of Business Administration
Harvard Business School

 

 
Jill's top bestselling cases

CasesAccor: Strengthening the Brand with Digital Marketing
Accor, the world’s largest hotel operator, prided itself on living up to its motto, ‘To open new frontiers in hospitality.’ But instead of a new geographical location, Accor had its eye on online marketing space.

EMC2: Delivering Customer Centricity
This case introduces the concept of customer centricity and traces its development at EMC, the world's leading data storage hardware and information management software company. Given the changing business environment, BJ Jenkins, senior vice president of Global Marketing, faces significant challenges as he tries to maintain EMC's culture of customer centricity. 

Predicting Customer Tastes with Big Data at Gap
CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fuelled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big data obtained from Google Analytics and the company's own sales and customer databases to select the next season's assortment.

Meet Jill

BiographyJill Avery is a Senior Lecturer of Business Administration in the marketing unit at Harvard Business School. Prior to her academic career, she worked in CPG brand management, managing brands for The Gillette Company, Braun Inc., Samuel Adams, and AT&T, and spent time on the agency side of the business as an account executive managing consumer promotions for Pepsi, General Foods, Bristol-Myers, and Citibank.

She remains close to practice through board service as a Corporate Director of the Amica Mutual Insurance Company, and President of the Board of Trustees at the Museum of Fine Arts, Boston. She received the Simmons School of Management’s Award for Teaching Excellence for her MBA teaching, and was awarded a Certificate of Distinction in Teaching at Harvard University for her undergraduate teaching.
 
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“As a former manager pursuing a second career in academia, I believe that case teaching helps students bridge the worlds of ideas and practice in an engaging and transformational way. Cases craft a compelling narrative and invite students to step into the shoes of the protagonist to experience managerial decision making first hand. 

“A strong case inspires a robust discussion where students wrestle with tough decisions, learn from one another’s positions, and debate options to arrive at a deeper understanding of the complexity of running a business. Here at Harvard Business School, we aim to create cases that are relevant to current business conditions, catalyze deep discussions, and ignite ideas that can be carried into other contexts.

~ Jill Avery

 

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