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  • April 2021
  • Teaching Note
  • HBS Case Collection

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery
  • Format:Print
  • | Language:English
  • | Pages:13
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Abstract

Teaching Note for the "Thingtesting: Launching a Brand Discovery and Testing Digital Community" HBS Case No. 520-086.

Keywords

Influencer Marketing; Influencers; Influencer; Monetization; Monetization Strategy; Female; Female Entrepreneur; Female Protagonist; Direct-to-consumer; Marketing; Brands and Branding; Marketing Strategy; Venture Capital; Entrepreneurship; Marketing Communications; Consumer Products Industry; Financial Services Industry; Advertising Industry; London; United Kingdom; Europe; North America

Citation

Israeli, Ayelet, and Jill Avery. "Thingtesting: Launching a Brand Discovery and Testing Digital Community." Harvard Business School Teaching Note 521-094, April 2021.
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About The Authors

Ayelet Israeli

Marketing
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Jill J. Avery

Marketing
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More from the Authors
  • Cann: High Hopes for Cannabis Infused Beverages By: Ayelet Israeli and Anne V. Wilson
  • The Future of E-Commerce: Lessons from the Livestream Wars in China By: Ayelet Israeli, Jeremy Yang and Billy Chan
  • The Value of Descriptive Analytics: Evidence from Online Retailers By: Ron Berman and Ayelet Israeli
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