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- All HBS Web (143)
- Faculty Publications (24)
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- August 2015
- Case
Building an e-Commerce Brand at Wayfair
By: Thales Teixeira and Elizabeth Anne Watkins
Wayfair, Inc. comprised five home goods, furniture, and décor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass-middle home-goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche... View Details
Keywords: E-commerce; Wayfair; Wayfair.com; Amazon; Retailing; Furnishing; Funnel; Attribution; ＂Marketing Analytics＂; Brand Building; Digital Platforms; Marketplace Matching; Marketing; Marketing Communications; Marketing Strategy; Internet and the Web; Media; Supply Chain; Supply Chain Management; Communication; Advertising; Resource Allocation; Decisions; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; United States
Teixeira, Thales, and Elizabeth Anne Watkins. "Building an e-Commerce Brand at Wayfair." Harvard Business School Case 516-028, August 2015.
- April 2021
- Article
Homing and Platform Responses to Entry: Historical Evidence from the U.S. Newspaper Industry
By: K. Francis Park, Robert Seamans and Feng Zhu
We examine how heterogeneity in customers’ tendencies to single-home or multi-home affects a platform’s competitive responses to new entrants in the market. We first develop a formal model to generate predictions about how a platform will respond. We then empirically... View Details
Keywords: Single-homing; Multi-homing; Platform Responses; Newpaper; Television; Digital Platforms; Market Entry and Exit; Newspapers; Television Entertainment; History; Journalism and News Industry; Media and Broadcasting Industry
Park, K. Francis, Robert Seamans, and Feng Zhu. "Homing and Platform Responses to Entry: Historical Evidence from the U.S. Newspaper Industry." Strategic Management Journal 42, no. 4 (April 2021): 684–709.
- Article
Why, When, and How Much to Entertain Consumers in Advertisements?: A Web-based Facial Tracking Field Study
By: Thales Teixeira, Rosalind Picard and Rana el Kaliouby
The presence of positive entertainment (e.g., visual imagery, upbeat music, humor) in TV advertisements can make them more attractive and persuasive. However, little is known about the downsides of using too much entertainment. This research focuses on why, when, and... View Details
Keywords: Face-tracking; Entertainment; Television; Purchase Intent; Commercials; Facial Expressions; Marketing Communication; Advertising; Television Entertainment; Marketing; Advertising Industry
Teixeira, Thales, Rosalind Picard, and Rana el Kaliouby. "Why, When, and How Much to Entertain Consumers in Advertisements? A Web-based Facial Tracking Field Study." Marketing Science 33, no. 6 (November–December 2014): 809–827.
- September 1994 (Revised May 1995)
- Case
Time Life, Inc. (A)
By: David A. Garvin and Jonathan West
Time Life has historically been a continuity book publisher, selling 20-volume book series via direct mail. Now, however, music and video/TV divisions have been added, and the CEO is trying to craft a strategy that will align the divisions so they can produce... View Details
Keywords: Business Strategy; Corporate Strategy; Business Divisions; Horizontal Integration; Production; Creativity; Alignment; Advertising; Publishing Industry
Garvin, David A., and Jonathan West. "Time Life, Inc. (A)." Harvard Business School Case 395-012, September 1994. (Revised May 1995.)
- April 2019 (Revised October 2019)
- Case
Sanjeev Kapoor: The Recipe for Success
By: Boris Groysberg and Mahima Rao-Kachroo
India's most recognized celebrity chef Sanjeev Kapoor has been an integral part of the country's food industry since 1993. As a celebrity chef, Kapoor enjoyed a 17-year run of his hit TV cooking show “Khana Khazana,” published more than 100 cookbook titles in multiple... View Details
Keywords: Advertising; Business Ventures; Change; Decision Making; Entrepreneurship; Food; Leadership; Management; Markets; Media; Organizations; Ownership; Problems and Challenges; Quality; Relationships; Technology; Food and Beverage Industry; India; South Asia
Groysberg, Boris, and Mahima Rao-Kachroo. "Sanjeev Kapoor: The Recipe for Success." Harvard Business School Case 419-076, April 2019. (Revised October 2019.)
- 06 Aug 2019
- Cold Call Podcast
Super Bowl Ads Sell Products, but Do They Sell Brands?
road. He goes on to say, "When there's no man around, Goodyear should be." It probably shouldn't be surprising that advertisers took a chauvinistic tone for spots appearing on a game that was expected to be watched mostly by... View Details
- June 2013 (Revised November 2013)
- Case
Bluefin Labs: The Acquisition by Twitter
By: John Deighton and Leora Kornfeld
What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter... View Details
Keywords: Measurement and Metrics; Data and Data Sets; Internet; Software; Communication Technology; Advertising; Social and Collaborative Networks; Acquisition; Television Entertainment; Advertising Industry; Advertising Industry; United States
Deighton, John, and Leora Kornfeld. "Bluefin Labs: The Acquisition by Twitter." Harvard Business School Case 513-091, June 2013. (Revised November 2013.) (request a courtesy copy.)
- 29 Jan 2013
- Research & Ideas
Creating the Perfect Super Bowl Ad
Super Bowl Sunday is sure to bring the usual barrage of clever soda, beer, and car ads featuring everyone from Vegas showgirls selling Coca-Cola to pop celebrity Psy charming us to buy pistachios Gangnam-style. But at a whopping $3.7 million per 30-second spot, perhaps... View Details
- 12 Oct 2011
- Research & Ideas
Creating Online Ads We Want to Watch
For millions of TV watchers, the commercial break is an annoyance of the past, thanks to the fast-forward button on their digital video recorders. Consequently, advertisers are turning to the web, where... View Details
- January 2001 (Revised June 2001)
- Case
COFIDIS
An offspring of French catalog marketer 3 Suisses, and a popular sponsor of Tour de France, Cofidis sells consumer credit over the phone, defying conventional banking with a product policy and a communication strategy that perfectly fits the company's comparative... View Details
Keywords: Marketing Strategy; Internet and the Web; Marketing Communications; Competitive Advantage; Product; Credit; Financial Services Industry; France
Wathieu, Luc R. "COFIDIS." Harvard Business School Case 501-055, January 2001. (Revised June 2001.)
- 29 Jan 2014
- Research & Ideas
Super Bowl Ads for Multitaskers
television. In a recent working paper, How TV Ads Trigger Online Shopping, Teixeira explores this concept, analyzing how advertisers can turn this trend to their advantage. Along with fellow researchers Jura... View Details
- 27 Aug 2013
- First Look
First Look: August 27
Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter and other social sites, expressions, not just impressions, could now be... View Details
Keywords: Sean Silverthorne
- 23 Aug 2011
- First Look
First Look: August 23
http://www.amacad.org/publications/Challenges.aspx Advertising, the Matchmaker Authors:Bharat N. Anand and Ron Shachar Publication:RAND Journal of Economics 42, no. 2 (summer 2011) Abstract We empirically study the informational role of View Details
Keywords: Sean Silverthorne
- 07 Oct 2008
- First Look
First Look: October 7, 2008
answered the right question poorly (Study 2). Download the paper: http://www.hbs.edu/research/pdf/09-048.pdf Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality Authors:Alvin J. Silk and Charles... View Details
Keywords: Martha Lagace
- 10 Jul 2000
- Research & Ideas
Cable TV: From Community Antennas to Wired Cities
John Walson launched the first commercial cable television system in Mahanoy City, Pennsylvania, an Appalachian town eighty-six miles from Philadelphia. 1,2 Walson worked as a lineman for Pennsylvania Power & Light and also owned a local appliance store, which held... View Details
- 20 May 2014
- First Look
First Look: May 20
channels. But it still struggled when it came to capturing advertising dollars to its online video platform. The social video website wants to be a "brand-safe" platform that major marketers use to View Details
Keywords: Sean Silverthorne
- October 2007 (Revised December 2007)
- Case
TiVo 2007: DVRs and Beyond
By: David B. Yoffie and Michael Slind
Tom Rogers, CEO of TiVo, had placed multiple strategic bets on his company. In September 2007, that strategy was due for a major test. TiVo was a maker of digital video recorder (DVR) products and a distributor of DVR technology. Rogers believed that macro-trends in... View Details
Keywords: Advertising; Business Model; Television Entertainment; Intellectual Property; Lawsuits and Litigation; Management Analysis, Tools, and Techniques; Distribution; Problems and Challenges; Partners and Partnerships; Research; Internet; Entertainment and Recreation Industry; United States
Yoffie, David B., and Michael Slind. "TiVo 2007: DVRs and Beyond." Harvard Business School Case 708-401, October 2007. (Revised December 2007.)
- 30 Aug 2011
- First Look
First Look: August 30
PublicationsEmotion-induced Engagement in Internet Video Ads Authors:Thales S. Teixeira, Michel Wedel, and Rik Pieters Publication:Journal of Marketing Research (forthcoming) Abstract This study shows how advertisers can leverage... View Details
Keywords: Sean Silverthorne
- 13 Jul 2016
- HBS Case
How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers
the cheap,” says Teixeira—adding that digital marketing also makes it easy for companies to rapidly iterate its advertising message, tweaking it to figure out what works best. “Only after passing the millionth customer can you go into... View Details
- 11 Dec 2023
- Research & Ideas
Doing Well by Doing Good? One Industry’s Struggle to Balance Values and Profits
in an uncertain economy. Navigating an industry in crisis Working in the field of journalism has never been financially rewarding or secure. But the field enjoyed a “golden age” from the mid-to-late 20th century, with newspapers, magazines, and View Details
Keywords: by Scott Van Voorhis