Publications

10 Jul 2018
First Look

New Research and Ideas, July 10, 2018

investors shapes information diffusion in the stock market. We exploit trade-level data to show that central brokers gather information by executing informed trades, which is then leaked to their best clients. We show that after large... View Details

Keywords: Dina Gerdeman

May 2016 (Revised January 2018)
Case

Improving Repurchase Rates at zulily

By: Thales Teixeira and Sarah McAra

In February 2015, zulily cofounder and CEO Darrell Cavens faced a major challenge in his business, a Seattle-based daily deals site that catered to moms. The more he spent to acquire new customers, the less he retained them in the form of repeat purchases. This was an... View Details

Keywords: Zulily; Repurchase; E-commerce; Online Shopping; Fashion; Customer Relationship Management; Internet and the Web; Digital Marketing; Customer Satisfaction; Fashion Industry; Retail Industry; Seattle

April 2015
Case

Who Owns the Whale?

By: Thales S. Teixeira and David E. Bell

Judge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at... View Details

Keywords: Whaling; Attribution; Norms-of-ownership; Transaction Costs; Deadweight Losses; Free-rider Problem; Advertising; History; Advertising Industry; North America; Europe

Article

Case Study: Can Retailers Win Back Shoppers Who Browse then Buy Online?

By: Thales S. Teixeira and Sunil Gupta

This case study discusses the options that brick-and-mortar retailers can use to combat the negative consequences of 'showrooming.' View Details

Keywords: Showrooming; E-commerce; Retail Industry

Read Now

April 2012 (Revised April 2013)
Case

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira and Alison Caverly

Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the... View Details

Keywords: Viral Marketing; Viral Advertising; Core Competencies; Growth Strategy; Online Media; Videos; Advertising Media; Internet and the Web; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America

28 Aug 2012
First Look

First Look: August 28

after Transatlantic's failed effort at a merger of equals, and as several other unsuccessful bids for the company, one that was hostile. Purchase this case:http://hbr.org/search/313017-PDF-ENG Mekanism: Engineering Viral Marketing Thales... View Details

Keywords: Sean Silverthorne

November 2015
Teaching Plan

Showrooming at Best Buy

By: Thales Teixeira and Matthew G. Preble

April 2015
Case

Who Owns the Whale? (Abridged)

By: Thales S. Teixeira and David E. Bell

Judge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at... View Details

Keywords: Whaling; Attribution; Norms-of-ownership; Transaction Costs; Deadweight Losses; Free-rider Problem; Advertising; History; United States; United Kingdom

15 Nov 2011
First Look

First Look: November 15

case:http://cb.hbsp.harvard.edu/cb/product/111060-PDF-ENG Pepsi-Lipton Brisk Thales S. Teixeira and Alison CaverlyHarvard Business School Case 512-011 This case showcases key decisions in promoting the... View Details

Keywords: Sean Silverthorne

23 Aug 2016
First Look

August 23, 2016

https://www.hbs.edu/faculty/Pages/item.aspx?num=51538 July–August 2016 European Business Review The Decoupling Effect of Digital Disruptors By: Teixeira, Thales S., and Peter Jamieson Abstract—A new wave of Internet startups is disrupting... View Details

Keywords: Sean Silverthorne

June 2018
Article

Video Content Marketing: The Making of Clips

By: Xuan Liu, Savannah Wei Shi, Thales S. Teixeira and Michel Wedel

Consumers have an increasingly wide variety of options available to entertain themselves. This poses a challenge for content aggregators who want to effectively promote their video content online through original trailers of movies, sitcoms, and video games. Marketers... View Details

Keywords: Film Entertainment; Marketing; Digital Marketing; Performance Effectiveness; Performance Improvement