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Mavi: Fashioning a Path to Brand Growth
Avery, Jill; Yucaoglu, GamzeCase HBS-517075-EMarketingThis case examines the strategic choices and business model with regards to branding at Mavi, a leading Turkish apparel retailer. The case is presented from the perspective of the company CEO and its global brand director who is also part owner. In 2015, Mavi had sales of $419 million, up 20% from the previous year. Growth rates like these were becoming routine at Mavi. But, the path to growth was getting more challenging, and Turkven, Mavi's pri...Starting at €8.20
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Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand
Avery, JillCase HBS-518066-EMarketingA sixteenth century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed, and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo da Vinci's painting pay too much? Was it real? Did it matter? The sale of Leonardo's painting allows students to reengineer brand equity to understand from what it is derived and ho...Starting at €8.20
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Onefinestay: Building a Luxury Experience in the Sharing Economy, Teaching Note
Avery, Jill; Keinan, AnatTeaching Note HBS-520092-EMarketingTeaching note for case 515072.Starting at €0.00
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NFL UK
Ofek, Elie; Godes, David B.; Wickersham, PeterCase HBS-510105-EMarketingThe NFL faces a decision on how to continue efforts to grow its fanbase in the UK. The decision needs to take into account lessons learned from previous NFL activities in Europe, market research on the UK sports fan and the implications of any move on the U.S. fan. Moreover, the decision should be couched within the broader context of the NFL's goal to expand internationally. Alistair Kirkwood, head of NFL UK, and Chris Parsons, VP of NFL Interna...Starting at €8.20
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Better World Books, Teaching Note
Norton, Michael I.; Avery, Jill; Wilson, Fiona; Steenburgh, ThomasTeaching Note HBS-512106-EMarketingTeaching Note for 511057.Starting at €0.00
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Thingtesting: Launching a Brand Discovery and Testing Digital Community
Israeli, Ayelet; Avery, JillCase HBS-520086-EMarketingThingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder JenStarting at €8.20
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Mavi: Fashioning a Path to Brand Growth, Teaching Note
Avery, Jill; Yucaoglu, GamzeTeaching Note HBS-518094-EMarketingTeaching note for case 517075.Starting at €0.00
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Thingtesting: Launching a Brand Discovery and Testing Digital Community, Teaching Note
Israeli, Ayelet; Avery, JillTeaching Note HBS-521094-EMarketingTeaching note for the "Thingtesting: Launching a Brand Discovery and Testing Digital Community" case (HBS 520086).Starting at €0.00
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The Tate's Digital Transformation (Spanish version)
Avery, JillCase HBS-319S04MarketingJohn Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate's "fifth gallery," its online presence. Stack had guided the Tate through two digital strategy planning processes and his team had experienced much success in developing the Tate's fifth g...Starting at €8.20
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The Tate's Digital Transformation, Teaching Note
Avery, JillTeaching Note HBS-517098-EMarketingTeaching note for case 314122.Starting at €0.00