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    • All HBS Web  (92)
      • Faculty Publications  (25)

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      • May 2022 (Revised August 2022)
      • Case

      LOOP: Driving Change in Auto Insurance Pricing

      By: Elie Ofek and Alicia Dadlani
      John Henry and Carey Anne Nadeau, co-founders and co-CEOs of LOOP, an insurtech startup based in Austin, Texas, were on a mission to modernize the archaic $250 billion automobile insurance market. They sought to create equitably priced insurance by eliminating pricing...  View Details
      Keywords: AI and Machine Learning; Technological Innovation; Equality and Inequality; Prejudice and Bias; Growth and Development Strategy; Customer Relationship Management; Price; Insurance Industry; Financial Services Industry
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      Ofek, Elie, and Alicia Dadlani. "LOOP: Driving Change in Auto Insurance Pricing." Harvard Business School Case 522-073, May 2022. (Revised August 2022.)
      • February 2018 (Revised October 2019)
      • Technical Note

      The Art and Science of Brand Valuation

      By: Jill Avery
      Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are...  View Details
      Keywords: Brand Valuation; Brand Value; Brand; Brand Management; Marketing ROI; Brand Equity; Analytics; Return On Investment; Brands and Branding; Valuation; Marketing; Marketing Strategy; Investment Return; Consumer Behavior; Auto Industry; Auto Industry; Auto Industry; Auto Industry; Auto Industry; Auto Industry; Auto Industry; Auto Industry
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      Avery, Jill. "The Art and Science of Brand Valuation." Harvard Business School Technical Note 518-086, February 2018. (Revised October 2019.)
      • February 2017
      • Case

      Aston Martin: A Second Century of Performance and Luxury

      By: Vish V. Krishnan, Karim R. Lakhani and Amram Migdal
      Following the March 2016 launch of DB11, Aston Martin Lagonda Ltd.’s first new sports car platform in over a decade, this case discusses the future strategy of the famed British luxury auto manufacturer. Since its founding in 1902, Aston Martin has been characterized...  View Details
      Keywords: Luxury; Auto Brand; Luxury Auto; Growth; Innovation; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Brands and Branding; Product Marketing; Product Launch; Product Positioning; Operations; Product Design; Product Development; Production; Innovation and Invention; Transportation; Innovation and Management; Innovation Strategy; Change; Transformation; Management; Marketing; Auto Industry; Europe; United Kingdom; England
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      Krishnan, Vish V., Karim R. Lakhani, and Amram Migdal. "Aston Martin: A Second Century of Performance and Luxury." Harvard Business School Case 617-033, February 2017.
      • September 2014
      • Article

      The Interrelationships Between Brand and Channel Choice

      By: Scott Neslin, Kenshuk Jerath, Anand Bodapati, Eric T. Bradlow, John A. Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C. Verhoef and Z. John Zhang
      We propose a framework for the joint study of the consumer's decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework contains firm actions, the consumer search...  View Details
      Keywords: Brand Choice; Channel Choice; Utility Theory; Marketing; Decision Choices and Conditions; Consumer Behavior; Learning; Auto Industry; Auto Industry; Auto Industry; Auto Industry; Auto Industry
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      Neslin, Scott, Kenshuk Jerath, Anand Bodapati, Eric T. Bradlow, John A. Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C. Verhoef, and Z. John Zhang. "The Interrelationships Between Brand and Channel Choice." Marketing Letters 25, no. 3 (September 2014): 319–330.
      • April 2013
      • Case

      Luca de Meo at Volkswagen Group

      By: Linda A. Hill and Dana M. Teppert
      Luca de Meo, chief marketing officer of Volkswagen Group, reflects on his time leading the marketing department at Volkswagen Passenger Cars brand. In particular, he thinks about the environmental sustainability initiative launched by marketing called "Think Blue" and...  View Details
      Keywords: Marketing; Sustainability; Branding; Leadership; Change Management; Environmental Sustainability; Auto Industry; Germany
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      Hill, Linda A., and Dana M. Teppert. "Luca de Meo at Volkswagen Group." Harvard Business School Case 413-124, April 2013.
      • 2013
      • Chapter

      Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story

      By: Jill Avery
      Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers....  View Details
      Keywords: Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Auto Industry; Auto Industry
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      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.
      • December 2012
      • Article

      Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending

      By: Jill Avery
      I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's...  View Details
      Keywords: Brands; Brand Building; Brand Equity; Brand Management; Brand Positioning; Marketing; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Behavior; Gender; Identity; Customer Focus and Relationships; Auto Industry; Auto Industry
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      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.)
      • October 2011 (Revised March 2015)
      • Case

      Dongfeng Passenger Vehicle Company: Marketing Challenges for the Underprivileged Latecomer

      By: Willy Shih and Nancy Hua Dai
      As Mr. Li Chunrong visited the new assembly line for the Dongfeng Passenger Vehicle Company in Wuhan, China, he contemplated the position his business unit found itself in: a latecomer. As a state-owned enterprise Dongfeng had entered into numerous joint ventures to...  View Details
      Keywords: Market Entry and Exit; Problems and Challenges; Auto Industry; China
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      Shih, Willy, and Nancy Hua Dai. "Dongfeng Passenger Vehicle Company: Marketing Challenges for the Underprivileged Latecomer." Harvard Business School Case 612-029, October 2011. (Revised March 2015.)
      • May 2011 (Revised July 2011)
      • Case

      Fiat-Chrysler Alliance: Launching the Cinquecento in North America

      By: Gary P. Pisano, Phillip Andrews and Alessandro Di Fiore
      Fiat ended its 27-year absence in the North American automobile market when the first Cinquecento (500)—a very small, iconic Italian car that had strong sales in Europe—was delivered on March 10, 2011. The Italian automaker re-entered the market through an alliance...  View Details
      Keywords: Product Launch; Product Positioning; Mergers and Acquisitions; Partners and Partnerships; Globalization; Operations; Growth and Development Strategy; Integration; Auto Industry; North America; Europe
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      Pisano, Gary P., Phillip Andrews, and Alessandro Di Fiore. "Fiat-Chrysler Alliance: Launching the Cinquecento in North America." Harvard Business School Case 611-037, May 2011. (Revised July 2011.)
      • February 2011 (Revised December 2012)
      • Case

      Porsche: The Cayenne Launch

      By: John Deighton, Jill Avery and Jeffrey Fear
      Can an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV...  View Details
      Keywords: Knowledge Sharing; Knowledge Use and Leverage; Risk Management; Brands and Branding; Product Launch; Product Positioning; Social and Collaborative Networks; Auto Industry
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      Deighton, John, Jill Avery, and Jeffrey Fear. "Porsche: The Cayenne Launch." Harvard Business School Case 511-068, February 2011. (Revised December 2012.) (request a courtesy copy.)
      • February 2011
      • Teaching Note

      Porsche: The Cayenne Launch (TN)

      By: John Deighton and Jill Avery
      Teaching Note for 511-068.  View Details
      Keywords: Brands and Branding; Sports; Product Development; Value; Safety; Internet and the Web; Communication Technology; Auto Industry
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      Deighton, John, and Jill Avery. "Porsche: The Cayenne Launch (TN)." Harvard Business School Teaching Note 511-069, February 2011.
      • February 2011 (Revised December 2012)
      • Case

      The Ford Fiesta

      By: John Deighton and Leora Kornfeld
      Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image...  View Details
      Keywords: Advertising Campaigns; Digital Marketing; Leadership; Goals and Objectives; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Standards; Auto Industry
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      Deighton, John, and Leora Kornfeld. "The Ford Fiesta." Harvard Business School Case 511-117, February 2011. (Revised December 2012.) (request a courtesy copy.)
      • October 2010 (Revised January 2011)
      • Case

      Toyota Recalls (A): Hitting the Skids

      By: John A. Quelch, Carin-Isabel Knoop and Ryan Johnson
      In the fall of 2009, Toyota Motor Corporation, once revered for its commitment to quality and reliability, faced a highly publicized series of recalls in the United States representing approximately a year's worth of sales in one of its most important markets. While...  View Details
      Keywords: Communication Strategy; Crisis Management; Brands and Branding; Quality; Public Opinion; Auto Industry; Japan; United States
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      Quelch, John A., Carin-Isabel Knoop, and Ryan Johnson. "Toyota Recalls (A): Hitting the Skids." Harvard Business School Case 511-016, October 2010. (Revised January 2011.)
      • May 2010
      • Teaching Note

      Re-THINK-ing THINK: The Electric Car Company (TN)

      By: Joseph B. Lassiter III
      Teaching Note for [810105].  View Details
      Keywords: Production; Product Launch; Entrepreneurship; Investment; Environmental Sustainability; Brands and Branding; Distribution; Factories, Labs, and Plants; Auto Industry; Indiana; Norway
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      Lassiter, Joseph B., III. "Re-THINK-ing THINK: The Electric Car Company (TN)." Harvard Business School Teaching Note 810-133, May 2010.
      • 2010
      • Article

      The Strategic Use of Brand Biographies

      By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor
      We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically...  View Details
      Keywords: Marketing; Brands; Brand Management; Brand Building; Brand Positioning; Competitive Positioning; Marketing Strategy; Brands and Branding; Managerial Roles; Strategy; Product Positioning; Consumer Behavior; Biography; Success; Perception; Markets; Power and Influence; Auto Industry; Auto Industry; Auto Industry; Auto Industry; Auto Industry; Auto Industry
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      Avery, Jill, Neeru Paharia, Anat Keinan, and Juliet Schor. "The Strategic Use of Brand Biographies." Research in Consumer Behavior 12 (2010): 213–230.
      • July 2009
      • Teaching Note

      TH!NK: The Norwegian Electric Car Company (TN)

      By: Joseph B. Lassiter III
      Teaching Note for [808070].  View Details
      Keywords: Venture Capital; Market Entry and Exit; Brands and Branding; Environmental Sustainability; Product Launch; Auto Industry; Norway
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      Lassiter, Joseph B., III. "TH!NK: The Norwegian Electric Car Company (TN)." Harvard Business School Teaching Note 810-009, July 2009.
      • January 2006 (Revised December 2006)
      • Case

      Toyota Motor Corporation: Launching Prius

      By: Forest L. Reinhardt, Dennis A. Yao and Masako Egawa
      In 1995, Hiroshi Okuda, president of Toyota Motor Corp., considers whether to push for a more aggressive launch of the Toyota Prius--an automobile that incorporates Toyota's new and technically advanced hybrid power train. This launch decision allows discussion of the...  View Details
      Keywords: Environmental Sustainability; Product Launch; Transportation; Brands and Branding; Auto Industry; Auto Industry; Auto Industry; Japan
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      Reinhardt, Forest L., Dennis A. Yao, and Masako Egawa. "Toyota Motor Corporation: Launching Prius." Harvard Business School Case 706-458, January 2006. (Revised December 2006.)
      • June 2005
      • Case

      CarMax

      By: Rajiv Lal and David Kiron
      Carmax is the largest multi-market used car dealer in the U.S., and has no format-to-format competitor in the $375 billion used car market. CarMax is trying to do what some analysts believed to be impossible: sell used cars profitably on a national scale, and at the...  View Details
      Keywords: Profit; Brands and Branding; Digital Platforms; Segmentation; Auto Industry
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      Lal, Rajiv, and David Kiron. "CarMax." Harvard Business School Case 505-080, June 2005.
      • October 2001 (Revised August 2005)
      • Case

      Zipcar

      By: Myra M. Hart and Wendy Carter
      Provides a detailed description of the processes and tasks associated with creating a new venture in an emerging industry (subscription car-sharing for urban dwellers). Chronicles the entrepreneur's concept development, industry analysis, market research, identity...  View Details
      Keywords: Entrepreneurship; Financing and Loans; Leadership Development; Venture Capital; Business Strategy; Growth and Development Strategy; Business Plan; Budgets and Budgeting; Management Teams; Partners and Partnerships; Marketing Strategy; Brands and Branding; Auto Industry; Auto Industry
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      Hart, Myra M., and Wendy Carter. "Zipcar." Harvard Business School Case 802-085, October 2001. (Revised August 2005.)
      • May 2000
      • Supplement

      Launching the BMW Z3 Roadster

      By: Robert J. Dolan and Susan M. Fournier
      Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW).  View Details
      Keywords: Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Auto Industry
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      Dolan, Robert J., and Susan M. Fournier. "Launching the BMW Z3 Roadster." Harvard Business School Video Supplement 500-502, May 2000.
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