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Publications

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  • 29 Jan 2014
  • News

Super Bowl Ads for Multitaskers

  • 02 Feb 2015
  • News

Disruptors Sell What Customers Want and Let Competitors Sell What They Don’t

  • 09 Feb 2018
  • Research & Ideas

Big Hits: The Best of the 2018 Super Bowl Ads

programs, including the forthcoming Winter Olympics.   Thales Teixeira Lumry Family Associate Professor of Business Administration My top vote for best Super Bowl spot goes to Amazon's Alexa voice-loss ad.... View Details
Keywords: Re: Multiple Faculty; Telecommunications
  • November 2018
  • Supplement

Zalora PH: Solving the Profitability Challenge by Hiding Discounts Online

By: Thales S. Teixeira, Donald Ngwe, Leandro A. Guissoni and Samy Dana
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  • Article

Moment-to-moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing

By: Thales S. Teixeira, Michel Wedel and Rik Pieters
We develop a conceptual framework for understanding the impact that branding activity (the audio-visual representation of brands) and consumers' dispersion of attention have on their moment-to-moment avoidance decisions during television advertising. It formalizes this... View Details
Keywords: Advertising; Decision Choices and Conditions; Television Entertainment; Brands and Branding; Consumer Behavior; Mathematical Methods
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  • 31 Jan 2013
  • News

Can Super Bowl ads still infect the Internet?

  • 15 Feb 2012
  • News

Why Some Ads Go Viral and Others Don't

  • 22 Feb 2019
  • News

7 Lessons On Winning New Markets Without Technology

  • December 2015
  • Teaching Plan

YouTube for Brands

By: Thales S. Teixeira and Matthew G. Preble
This teaching plan is designed to support Thales S. Teixeira's and Leora Kornfeld's "YouTube for Brands," HBS No. 514-048. View Details
Related
  • December 2015
  • Teaching Plan

Managing Online Reviews on TripAdvisor

By: Thales S. Teixeira and Matthew G. Preble
This teaching plan is designed to support Thales S. Teixeira's and Leora Kornfeld's "Managing Online Reviews on TripAdvisor," HBS No. 514-071. View Details
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  • 19 Feb 2019
  • News

How startups are disrupting the retail industry

  • 02 Apr 2019
  • News

The Right Way to Get Your First 1,000 Customers

  • 28 Jan 2015
  • News

Newsfeeds, Beacons, and Google for Your Eyes: The Future of Shazam

  • 09 Nov 2015
  • News

On Screens and in Windows, Lowe’s Gives (and Gives, and Gives) How-To Help

  • 20 May 2014
  • First Look

First Look: May 20

(inflows minus outflows of private capital) are positively correlated with countries' productivity growth; (2) net sovereign debt flows (government borrowing minus reserves) are negatively correlated with growth only if net public debt is financed View Details
Keywords: Sean Silverthorne
  • 28 Jan 2014
  • First Look

First Look: January 28

https://www.hbs.edu/faculty/Pages/download.aspx?name=13-063.pdf The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It By: Teixeira, Thales S. Abstract—Attention is a... View Details
Keywords: Sean Silverthorne
  • 11 Nov 2014
  • First Look

First Look: November 11

to lead to improvements in dealing with the problem of economic benchmarking. Download working paper: http://ssrn.com/abstract=2517496 The Decoupling Effect of Digital Disruptors By: Teixeira, Thales S., and Peter Jamieson Abstract—While... View Details
Keywords: Sean Silverthorne
  • 16 Oct 2018
  • First Look

New Research and Ideas, October 16, 2018

input more valuable. Distributed supermodular complementarity (DSMC) exists when two or more independent actors can create complementary value by pursuing their own interests and will not find it advantageous to combine in order to... View Details
Keywords: Dina Gerdeman
  • 04 Feb 2014
  • First Look

First Look: February 4

by smart competitors and changes in their industries. In each case, there were opportunities to act before a crisis engulfed the organization. At Kodak, for example, CEO George Fisher attempted to move the company into the digital era in... View Details
Keywords: Sean Silverthlorne
  • 14 Jun 2016
  • First Look

June 14, 2016

patent applications in 1976 to 16% in 2008. This is partly driven by the increase in the prevalence of information and communication technology; however, even for patents unrelated to information and communication technology, we see a... View Details
Keywords: Sean Silverthorne