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- Faculty Publications (12)
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- All HBS Web (61)
- Faculty Publications (12)
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- 12 Oct 2011
- Research & Ideas
Creating Online Ads We Want to Watch
video we really want to see. But assuming a captive audience on these video sites may not make online marketers more effective at reaching consumers. Harvard Business School Assistant Professor Thales S.... View Details
- 07 Jun 2010
- Research & Ideas
Improving Brand Recognition in TV Ads
Advertisers pay millions of dollars to air TV ads that, by some estimates, more than a third of viewers skip over with digital VCRs or by switching channels or tuning out altogether. New research View Details
- 18 Feb 2019
- Book
What’s Really Disrupting Business? It’s Not Technology
Working Knowledge. [Image: andresr] - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Book Excerpt Layers of Innovation From: Unlocking the Customer Value Chain By View Details
- 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... View Details
Keywords: Dina Gerdeman
- 26 Jun 2018
- First Look
New Research and Ideas, June 26, 2018
Shi, Thales S. Teixeira, and Michel Wedel Abstract—Consumers have an increasingly wide variety of options available to entertain themselves. This poses a challenge for content... View Details
Keywords: Dina Gerdeman
- 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... View Details
Keywords: Sean Silverthorne
- 04 Feb 2014
- First Look
First Look: February 4
Publications August 2013 MIT Sloan Management Review The Art of Strategic Renewal By: Binns, Andy, J. Bruce Harreld, Charles A. O'Reilly, and Michael L. Tushman Abstract—In recent years, we have seen... View Details
Keywords: Sean Silverthlorne
- 20 May 2014
- First Look
First Look: May 20
theoretically from the WMS and other recent work on management practices. Our preliminary results suggest that about a quarter of cross-country and within-country TFP gaps can be accounted for View Details
Keywords: Sean Silverthorne
- 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 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.... View Details
Keywords: Sean Silverthorne
- 12 Feb 2019
- First Look
New Research and Ideas, February 12, 2019
Ngwe, Donald, Kris J. Ferreira, and Thales Teixeira Abstract— Many online stores are designed such that shoppers can easily access any available discounted products. We propose... View Details
Keywords: Dina Gerdeman
- 10 Jul 2018
- First Look
New Research and Ideas, July 10, 2018
publishing) are likely to reshape the structure of demand for executive development. Download working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=51662 The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment... View Details
Keywords: Dina Gerdeman
- 17 Dec 2013
- First Look
First Look: December 17
world. The Great Qing Empire ruled China and dominated East Asia by a combination of power and cultural prestige. China's economy was the world's largest. China seemed without... View Details
Keywords: Carmen Nobel
- 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... View Details
Keywords: Sean Silverthorne
- 11 Jun 2013
- First Look
First Look: June 11
initial relative firm capabilities, market attractiveness, market-firm fit, and knowledge transferability. By explicitly incorporating firm rivalry across multiple markets, our model offers a comprehensive... View Details
Keywords: Carmen Nobel
- 2014
- Working Paper
The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It
By: Thales S. Teixeira
Attention is a necessary ingredient for effective advertising. The market for consumer attention (or "eyeballs") has become so competitive that attention can be regarded as a currency. The rising cost of this ingredient in the marketplace is causing marketers to waste... View Details
Teixeira, Thales S. "The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It." Harvard Business School Working Paper, No. 14-055, January 2014.
- 05 Dec 2011
- Research & Ideas
It’s Alive! Business Scholars Turn to Experimental Research
Fellow Marco Piovesan, whose research on how temptation influences work productivity included field experiments with children tempted by soda and candy at an Italian summer camp. "Understanding where these... View Details
Keywords: by Carmen Nobel
- 19 Dec 2016
- Research & Ideas
The 10 Most Popular Stories of 2016
and Donald Trump attracted lots of attention. Here are the year’s 10 most popular research-related stories, columns, and op-eds on Working Knowledge: How Uber, Airbnb, and Etsy... View Details
Keywords: by Carmen Nobel
- September 2011 (Revised December 2012)
- Case
Pepsi-Lipton Brisk
By: Thales S. Teixeira and Alison Caverly
This case showcases key decisions in promoting the re-launch of Brisk, a ready-to-drink iced tea by Pepsi-Lipton. The decisions are: creative, media and metrics selection. It also deals with budget allocation to traditional (Super Bowl, television) and new (viral ads... View Details
Keywords: Marketing Channels; Marketing Communications; Advertising Campaigns; Decision Making; Media; Product Launch; Resource Allocation; Performance Effectiveness; Budgets and Budgeting; Food and Beverage Industry
Teixeira, Thales S., and Alison Caverly. "Pepsi-Lipton Brisk." Harvard Business School Case 512-011, September 2011. (Revised December 2012.)
- May 2016 (Revised January 2018)
- Case
Airbnb, Etsy, Uber: Acquiring the First Thousand Customers
By: Thales S. Teixeira and Morgan Brown
By 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable... View Details
Keywords: Airbnb; Etsy; Uber; Growth Hacking; Two-sided Market; Internet and the Web; Marketing Strategy; Digital Platforms; Digital Marketing; Business Startups; Transportation Industry; Accommodations Industry
Teixeira, Thales S., and Morgan Brown. "Airbnb, Etsy, Uber: Acquiring the First Thousand Customers." Harvard Business School Case 516-094, May 2016. (Revised January 2018.)