Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is an authority on brand management, customer relationship management (CRM), and digital marketing. Prior to her academic career, she worked in consumer packaged goods 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 by serving as a board member, consultant, educator, and advisor to companies and their executives. She is a Corporate Director and Chair of the Audit Committee of the Amica Mutual Insurance Company, President of the Board of Trustees at the Museum of Fine Arts, Boston, and a former Trustee of St. Paul's School.
She currently teaches two courses, Marketing to first-year MBAs and Creating Brand Value to second-year MBAs. She has also taught executives in Harvard Business School's Taking Marketing Digital, Strategic Marketing Management, Global Strategic Management, Driving Digital Strategy, Launching New Ventures, and Transforming Customer Experiences open enrollment executive education programs and in custom executive programs for AB InBev, The Coca-Cola Company, Constellation Brands, Kellogg's, IBM, ANTA, Bacardi, HubSpot, Midea, Endeavor, YPO Gold, American Express, and National Arts Strategies.
In the past, she has taught marketing management, brand management, integrated marketing communications, consumer behavior, strategic decision making, social psychology of organizations, and FIELD (Field Immersion Experiences for Leadership) in the MBA and undergraduate programs at HBS, Harvard College, Boston University, Northeastern University, and Simmons College. She received the Simmons School of Management’s Award for Teaching Excellence for her MBA teaching. She was awarded a Certificate of Distinction in Teaching at Harvard College for her undergraduate teaching. She is a 2018 recipient of the Robert F. Greenhill award for service to the HBS community.
She is the author of over 100 journal articles, book chapters, cases, and notes on branding, CRM, and digital marketing. Her work has been published in the top academic marketing journals, including Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, and Journal for the Advancement of Marketing Education. She reaches a broader audience through managerial articles and case studies that have been published in Harvard Business Review, MIT Sloan Management Review, European Business Review, and Business Horizons. She is the coauthor of the edited book Strong Brands, Strong Relationships, published by Routledge. Her doctoral dissertation on online brand communities won the Harvard Business School Wyss Award for excellence in doctoral research and the Marketing Science Institute’s Best Paper Award for work published in the International Journal of Research in Marketing. Her work on omnichannel marketing was recognized with the Louis W. Stern Award from the American Marketing Association, in recognition for an outstanding article that has made a significant contribution to the literature on marketing and channels distribution. Her work on underdog brands earned an honorable mention for best articles published in the Journal of Consumer Research in 2011. Her branding insights have been cited in Advertising Age, The Economist, The New York Times, The Financial Times, Forbes, The Atlantic, and Bloomberg/Business Week.
Her field research and teaching cases have sold over 1 million copies and are taught at the top global business schools, placing her as #14 on the list of bestselling case authors worldwide, and include cases on Kraft-Heinz, Nestle, L'Oreal, Porsche, Pepsi, Budweiser, Marriott/Starwood, Longchamp, Nike, Glossier, Hubble, Away, J.C. Penney, EMC, JP Morgan Chase, Shiseido, Tate Modern, Christie's, Peapod, Brandless, OneFineStay, The Park Hotels, Eileen Fisher, Shinola, and the Denver Museum of Nature & Science. The Case Centre awarded her HubSpot case the Marketing Award in 2014, her Accor Hotels case the Overall Case Award in 2019, and her GAP case the Marketing Award in 2020.
She holds a Doctorate in Business Administration (marketing) from Harvard Business School, a MBA (marketing and finance) from the Wharton School, and a BA (English) from the University of Pennsylvania. Prior to joining the HBS faculty, she was an assistant professor of marketing at the Simmons School of Management from 2007-2013, where she was awarded tenure and promotion to associate professor.
- Featured Work
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From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed account of people’s relationships with brands and a demonstration of the important and timely implications of this evolving sub-discipline.
A range of different brand relationship environments are explored in the collection, including: online digital spaces, consumer collectives, global brands, luxury brands, branding in terrorist organizations, and the brand relationships of men and transient consumers. This book attends to relationship endings as well as their beginnings, providing a full life-cycle perspective. While the first volume focused on positive relationship benefits, this collection explores dysfunctional dynamics, adversarial and politically-charged relationships, and those that are harmful to well-being. Evocative constructs are leveraged, including secrets, betrayals, anthropomorphism, lying, infidelity, retaliation, and bereavement. The curated collection provides both a deeper theoretical understanding of brand relationship phenomena and ideas for practical application from experiments and execution in commercial practice.
Strong Brands, Strong Relationships will be the perfect read for marketing faculty and graduate students interested in branding dynamics, as well as managers responsible for stewarding brands.
in Harvard Business Review
Consumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: People now expect companies to understand what type of relationship they want and to respond appropriately - they want firms to hold up their end of the bargain. Unfortunately, many brands don't meet those expectations.
in Journal of Marketing Research
The authors explore the effects of having a large dominant competitor and show conditions under which focusing on a competitive threat, rather than hiding it, can actually help a brand. Through lab and field studies, the authors demonstrate that highlighting a large competitor's size and close proximity can help smaller brands rather than harm them. The results show that support for small brands goes up when faced with a competitive threat from large brands versus when they are in competition with brands that are similar to them or when consumers view them outside a competitive context. This support translates into purchase intentions, real purchases, and more favorable online reviews in a study of more than 10,000 Yelp posts. The authors argue that this “framing-the-game effect” is mediated by consumers' motivation to express their views and have an impact in the marketplace through their purchase choices.
in International Journal of Research in Marketing
I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. The consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's effects on the identity projects of consumers, the brand as an identity marker, and the prevailing gender order in the group. Through the promulgation of gender stereotypes, Porsche owners stratify themselves along gender lines and create an ingroup that is sharply defined by masculinity and an outgroup that is defined by femininity. The construction of social barriers limits access to Porsche's meanings to those who achieve masculine ideals and causes the SUV owners to resort to hyper-masculine behaviors to combat exclusion. The consumers' gender work reverses the firm's efforts to gender-bend the brand, reinstates Porsche as a masculine marker, and reifies particular definitions of masculinity in the community.
in Journal of Consumer Research
We introduce the concept of an underdog brand biography to describe an emerging trend in branding in which firms author a historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential dimensions of an underdog biography: external disadvantage, and passion and determination. We demonstrate that such a biography can increase purchase intentions, real choice, and brand loyalty. We argue that these biographies are effective because consumers react positively when they see the underdog aspects of their own lives being reflected in branded products. Four studies demonstrate that the underdog brand biography effect is driven by identity mechanisms: we show that the effect is (a) mediated by consumers' identification with the brand, (b) greater for consumers who strongly self-identify as underdogs, (c) stronger when consumers are purchasing for themselves versus for others, and (d) stronger in cultures in which underdog narratives are part of the national identity.
- Books
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- Journal Articles
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- Avery, Jill. "Competing with a Goliath." Harvard Business Review 94, no. 10 (October 2016): 117–121. View Details
- Ofek, Elie, and Jill Avery. "Second Thoughts About a Strategy Shift." Harvard Business Review 92, no. 12 (December 2014): 125–127. View Details
- Paharia, Neeru, Anat Keinan, and Jill Avery. "The Upside to Large Competitors." MIT Sloan Management Review 56, no. 1 (Fall 2014). View Details
- Norton, Michael I., and Jill Avery. "Making Charity Pay." Harvard Business Review 92, no. 10 (October 2014). View Details
- Avery, Jill, Susan Fournier, and John Wittenbraker. "Unlock the Mysteries of Your Customer Relationships." Harvard Business Review 92, nos. 7/8 (July–August 2014): 72–81. View Details
- Paharia, Neeru, Jill Avery, and Anat Keinan. "Positioning Brands Against Large Competitors to Increase Sales." Journal of Marketing Research (JMR) 51, no. 6 (December 2014): 647–656. (Lead article.) View Details
- Avery, Jill. "Leveraging Crowdsourced Peer-to-Peer Assessments to Enhance the Case Method of Learning." Journal for Advancement of Marketing Education 22, no. 1 (Spring 2014): 1–15. View Details
- Ofek, Elie, and Jill Avery. "In Search of a Second Act: Riding the Popularity of a Great First Product Is Easy; Finding the Next One Is Hard." Harvard Business Review 91, no. 4 (April 2013): 133–137. View Details
- Heckler, Susan E., Kevin L. Keller, Michael J. Houston, and Jill Avery. "Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims." Journal of Marketing Communications 20, no. 3 (June 2014): 176–196. View Details
- Avery, Jill. "Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending." International Journal of Research in Marketing 29, no. 4 (December 2012): 322–336. (Article was awarded the Marketing Science Institute's Best Paper Award.) View Details
- Avery, Jill, Thomas J. Steenburgh, John Deighton, and Mary Caravella. "Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time." Journal of Marketing 76, no. 3 (May 2012): 96–111. View Details
- Avery, Jill, and Thomas Steenburgh. "Target the Right Market." Harvard Business Review 90, no. 10 (October 2012): 119–123. View Details
- Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.) View Details
- Fournier, Susan, and Jill Avery. "The Uninvited Brand." Business Horizons 54, no. 3 (May–June 2011): 193–207. View Details
- Fournier, Susan, and Jill Avery. "Putting the 'Relationship' Back into CRM." MIT Sloan Management Review 52, no. 3 (Spring 2011): 63–72. View Details
- Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.) View Details
- Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32. View Details
- Working Papers
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- Avery, Jill. "Saving Face by Making Meaning: The Negative Effects of Brand Communities' Self-serving Response to Brand Extensions." (Invited for resubmission at the Journal of Consumer Research.) View Details
- Book Chapters
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- Paharia, Neeru, Jill Avery, and Anat Keinan. "Framing the Game: How Brands' Relationships with Their Competitors Affect Consumer Preference." Chap. 2 in Strong Brands, Strong Relationships, edited by Susan Fournier, Michael Breazeale, and Jill Avery. Abingdon, UK: Routledge, 2015. View Details
- Avery, Jill, and Anat Keinan. "Consuming Brands." Chap. 8 in The Cambridge Handbook of Consumer Psychology, edited by Michael I. Norton, Derek D. Rucker, and Cait Lamberton. New York: Cambridge University Press, 2015. View Details
- Avery, Jill, Neeru Paharia, Anat Keinan, and Juliet Schor. "The Strategic Use of Brand Biographies." Research in Consumer Behavior 12 (2010): 213–230. View Details
- Avery, Jill. "Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story." In Consumer Behavior: Human Pursuit of Happiness in a World of Goods. 3rd ed. by Jill Avery, Robert Kozinets, Arch Woodside, Banwari Mittal, and Priya Raghubir, 645–649. Cincinnati: Open Mentis, 2013. View Details
- Avery, Jill. "The Relational Roles of Brands." Chap. 9 in Marketing Management: A Cultural Perspective, edited by Lisa Penaloza, Nil Toulouse, and Luca M. Visconti, 147–163. Routledge, 2012. View Details
- Avery, Jill, and Susan Fournier. "Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM." In Consumer-Brand Relationships: Theory and Practice, edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin, 301–316. Routledge, 2012. (Paperback edition published in 2013.) View Details
- Fournier, Susan, and Jill Avery. "Consumers' Relationships with Brands." In Perspectives on Brand Management, edited by Mark D. Uncles, 225–248. Tilde University Press, 2011. View Details
- Cases and Teaching Materials
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- Avery, Jill. "White Claw: Defending Market Share as Competition Encroaches." Harvard Business School Case 521-073, February 2021. View Details
- Avery, Jill, Ayelet Israeli, and Emma von Maur. "THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)." Harvard Business School Case 521-070, January 2021. (Revised January 2021.) View Details
- Avery, Jill, Giana M. Eckhardt, and Michael B. Beverland. "Brand Storytelling at Shinola." Harvard Business School Case 520-102, May 2020. (Revised August 2020.) View Details
- Avery, Jill, Giana M. Eckhardt, and Michael Beverland. "Brand Storytelling at Shinola." Harvard Business School Teaching Note 520-127, June 2020. View Details
- Israeli, Ayelet, and Jill Avery. "Thingtesting: Launching a Brand Discovery and Testing Digital Community." Harvard Business School Case 520-086, March 2020. View Details
- Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020. View Details
- Avery, Jill. "Shiseido Acquires Drunk Elephant." Harvard Business School Case 520-052, November 2019. (Revised June 2020.) View Details
- Avery, Jill. "Shiseido Acquires Drunk Elephant." Harvard Business School Teaching Note 520-121, June 2020. View Details
- Avery, Jill, and Joseph B. Fuller. "Away: Scaling a DTC Travel Brand." Harvard Business School Case 520-051, November 2019. (Revised April 2020.) View Details
- Avery, Jill, Vincent Dessain, and Mette Fuglsang Hjortshoej. "La Roche-Posay: Growing L'Oreal's Active Cosmetics Brand." Harvard Business School Case 520-035, October 2019. (Revised December 2019.) View Details
- Avery, Jill. "Kraft Heinz: The $8 Billion Brand Write-Down." Harvard Business School Case 519-076, April 2019. (Revised October 2020.) View Details
- Avery, Jill. "Kraft Heinz: The $8 Billion Brand Write-Down." Harvard Business School Teaching Note 520-114, May 2020. View Details
- Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case." Harvard Business School Case 519-061, January 2019. View Details
- Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis." Harvard Business School Supplement 519-062, January 2019. View Details
- Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar." Harvard Business School Teaching Note 520-124, June 2020. View Details
- Avery, Jill. "Brand Storytelling." Harvard Business School Technical Note 519-049, January 2019. (Revised October 2020.) View Details
- Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Case 519-046, December 2018. (Revised September 2019.) View Details
- Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Teaching Note 520-104, May 2020. (Revised July 2020.) View Details
- Santana, Shelle, and Jill Avery. "Super Bowl Storytelling." Harvard Business School Case 519-041, December 2018. (Revised August 2019.) View Details
- Santana, Shelle, and Jill Avery. "Super Bowl Storytelling." Harvard Business School Teaching Note 520-096, March 2020. View Details
- Avery, Jill, and Nobuo Sato. "Shiseido: Reinvesting in Brand." Harvard Business School Case 519-026, December 2018. (Revised October 2020.) View Details
- Avery, Jill. "Shiseido: Reinvesting in Brand." Harvard Business School Teaching Note 520-116, May 2020. View Details
- Avery, Jill. "Glossier: Co-Creating a Cult Brand with a Digital Community." Harvard Business School Case 519-022, January 2019. (Revised October 2019.) View Details
- Avery, Jill. "Glossier: Co-Creating a Cult Brand with a Digital Community." Harvard Business School Teaching Note 520-099, April 2020. View Details
- Avery, Jill. "Tailor Brands: Artificial Intelligence-Driven Branding." Harvard Business School Case 519-017, August 2018. (Revised October 2020.) View Details
- Avery, Jill. "Tailor Brands: Artificial Intelligence-Driven Branding." Harvard Business School Teaching Note 520-103, April 2020. View Details
- Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised December 2020.) View Details
- Avery, Jill. "The Art and Science of Brand Valuation." Harvard Business School Technical Note 518-086, February 2018. (Revised October 2019.) View Details
- Avery, Jill. "Global Brand Management of Anheuser Busch InBev's Budweiser." Harvard Business School Case 518-105, June 2018. (Revised October 2020.) View Details
- Avery, Jill. "Global Brand Management of Anheuser Busch InBev's Budweiser." Harvard Business School Teaching Note 520-130, June 2020. View Details
- Avery, Jill, Chekitan S. Dev, and Laure Mougeot Stroock. "The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture." Harvard Business School Case 518-081, February 2018. (Revised October 2020.) View Details
- Avery, Jill, and Chekitan S. Dev. "The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture." Harvard Business School Teaching Note 520-112, May 2020. (Revised October 2020.) View Details
- Avery, Jill. "Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand." Harvard Business School Case 518-066, January 2018. (Revised October 2019.) View Details
- Avery, Jill, and Thomas Steenburgh. "HubSpot and Motion AI: Chatbot-Enabled CRM." Harvard Business School Case 518-067, February 2018. (Revised October 2019.) View Details
- Avery, Jill, and Thomas Steenburgh. "HubSpot and Motion AI: Chatbot-Enabled CRM." Harvard Business School Teaching Note 520-100, April 2020. View Details
- Keenan, Elizabeth A., and Jill Avery. "Adeo Health Science: Turning a Product into a Brand." Harvard Business School Case 518-065, January 2018. (Revised May 2019.) View Details
- Santana, Shelle, Jill Avery, and Christine Snively. "Chase Sapphire: Creating a Millennial Cult Brand." Harvard Business School Case 518-024, September 2017. (Revised November 2018.) View Details
- Santana, Shelle, Jill Avery, and Christine Snively. "Chase Sapphire: Creating a Millennial Cult Brand." Harvard Business School Teaching Note 518-068, February 2018. View Details
- Avery, Jill, David Fubini, Natasha Dossa, and Devon Stewart. "Armarium: Luxury Fashion Brands for Rent." Harvard Business School Case 518-047, December 2017. (Revised March 2019.) View Details
- Avery, Jill, and David Fubini. "Armarium: Luxury Fashion Brands for Rent." Harvard Business School Teaching Note 520-108, June 2020. View Details
- Avery, Jill. "Brandless: Disrupting Consumer Packaged Goods." Harvard Business School Case 518-044, November 2017. (Revised October 2018.) View Details
- Avery, Jill. "Brandless: Disrupting Consumer Packaged Goods." Harvard Business School Teaching Note 520-058, January 2020. (Revised April 2020.) View Details
- Israeli, Ayelet, and Jill Avery. "Predicting Consumer Tastes with Big Data at Gap." Harvard Business School Case 517-115, May 2017. (Revised March 2018.) View Details
- Israeli, Ayelet, and Jill Avery. "Predicting Consumer Tastes with Big Data at Gap." Harvard Business School Teaching Note 518-053, November 2017. View Details
- Avery, Jill, and Gamze Yucaoglu. "Mavi: Fashioning a Path to Brand Growth." Harvard Business School Case 517-075, May 2017. (Revised April 2018.) View Details
- Avery, Jill, and Gamze Yucaoglu. "Mavi: Fashioning a Path to Brand Growth." Harvard Business School Teaching Note 518-094, March 2018. View Details
- Avery, Jill. "Brand Portfolio Strategy and Brand Architecture." Harvard Business School Background Note 517-021, August 2016. (Revised July 2017.) View Details
- Avery, Jill, Tonia Junker, and Daniela Beyersdorfer. "Longchamp." Harvard Business School Case 316-086, June 2016. (Revised July 2017.) View Details
- Avery, Jill. "Longchamp." Harvard Business School Teaching Note 517-046, October 2016. View Details
- Avery, Jill, and Joseph Fuller. "HourlyNerd." Harvard Business School Case 316-134, January 2016. (Revised July 2017.) View Details
- Avery, Jill. "FIELD 3: Demonstrating Demand." Harvard Business School Technical Note 316-147, March 2016. View Details
- Avery, Jill, Maria Fernanda Miguel, and Laura Urdapilleta. "Paez." Harvard Business School Case 316-085, October 2015. (Revised October 2016.) View Details
- Avery, Jill. "Paez." Harvard Business School Teaching Note 517-092, February 2017. View Details
- Avery, Jill. "FIELD Global Immersion: Developing Customer Empathy." Harvard Business School Technical Note 316-082, September 2015. (Revised March 2017.) View Details
- Avery, Jill. "FIELD 2: Situation Analysis." Harvard Business School Technical Note 316-081, September 2015. View Details
- Avery, Jill, and Jim Rosenberg. "Denver Museum of Nature & Science." Harvard Business School Case 315-081, June 2015. (Revised October 2016.) View Details
- Avery, Jill, Chekitan S. Dev, and Peter O'Connor. "Accor: Strengthening the Brand with Digital Marketing." Harvard Business School Case 315-138, June 2015. (Revised January 2017.) View Details
- Avery, Jill, Chekitan S. Dev, and Peter O'Connor. "Accor: Strengthening the Brand with Digital Marketing." Harvard Business School Teaching Note 316-103, January 2016. View Details
- Avery, Jill, and Sunil Gupta. "Competitive Strategies Marketing Reading." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8158, 2015. View Details
- Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014. View Details
- Avery, Jill, Anat Keinan, and Liz Kind. "onefinestay: Building a Luxury Experience in the Sharing Economy." Harvard Business School Case 515-072, January 2015. (Revised October 2016.) View Details
- Avery, Jill, and Anat Keinan. "onefinestay: Building a Luxury Experience in the Sharing Economy." Harvard Business School Teaching Note 520-092, March 2020. View Details
- Avery, Jill. "FIELD Global Immersion: Orchestrating a Compelling Presentation." Harvard Business School Technical Note 315-085, January 2015. (Revised February 2017.) View Details
- Shih, Willy, Pian Shu, and Jill Avery. "Project Planning." Harvard Business School Exercise 615-030, September 2014. (Revised September 2015.) View Details
- Fournier, Susan, and Jill Avery. "Relating to Peapod." Harvard Business School Case 314-142, June 2014. (Revised March 2016.) View Details
- Avery, Jill, and Susan Fournier. "Relating to Peapod." Harvard Business School Teaching Note 316-175, June 2016. View Details
- Avery, Jill, Tonia Junker, and Daniela Beyersdorfer. "Doing Business in Morocco." Harvard Business School Case 315-007, September 2014. (Revised September 2015.) View Details