Top 40 Bestselling Case Authors 2019/20

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No. 13 Bestselling Case Author 2019/20
Jill Avery

Jill Avery
Senior Lecturer of Business Administration
Harvard Business School

  

 
Jill's top bestselling cases

CasesChase Sapphire: Creating a Millennial Cult Brand
The launch of the Chase Sapphire Reserve credit card was enthusiastically received by Millennial consumers. With the one year anniversary of the launch approaching, managers are focused on retaining customers attracted by a one-time signup bonus of 100,000 reward points and on acquiring new customers. They were also refocusing on the remainder of the Chase Sapphire product portfolio to assess differentiation among the products and to identify white space in the market that could support additional new product launches.

Accor: 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.

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.

She is the author of over 100 journal articles, book chapters, cases, and notes on branding, CRM, and digital marketing. With her co-authors in 2019, she won The Case Centre Overall Award for Accor: Strengthening the Brand with Digital Marketing. In 2020 her co-authored case, Predicting Consumer Tastes with Big Data at Gap, won the Marketing category case award.

 
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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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