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(172)
- News (70)
- Research (96)
- Multimedia (17)
- Faculty Publications (49)
Show Results For
- All HBS Web
(172)
- News (70)
- Research (96)
- Multimedia (17)
- Faculty Publications (49)
- October 2015
- Teaching Plan
The Coca-Cola Company's Case for Creative Transformation
By: Thales Teixeira
This Teaching Plan is to be used with the Video Case "The Coca-Cola Company's Case for Creative Transformation" (HBS No. 815-714) View Details
Keywords: Attention Economics; Creating Connections; Digital Marketing; Marketing Innovations; Social Networks; Advertising Content; Networked Brand; Beverage Industry; Coca-Cola; Digital Innovation; Digital Transition; Marketing; Marketing Communications; Innovation Strategy; Social and Collaborative Networks; Advertising; Creativity; Consumer Products Industry; Media and Broadcasting Industry; Food and Beverage Industry
- 06 Jun 2019
- News
Disruption Starts with Unhappy Customers, Not Technology
- 03 Apr 2019
- News
Disrupting the Single-Use Plastic Economy
- 14 Apr 2015
- First Look
First Look: April 14
Publisher's link: http://onlinelibrary.wiley.com.ezp-prod1.hul.harvard.edu/doi/10.1111/jacf.12102/abstract April 2015 CEIBS Business Review The Decoupling Effect of Digital Disruptors By: Teixeira, Thales S., and Peter Jamieson Abstract—A... 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 that deliberately increasing... View Details
Keywords: Dina Gerdeman
- 06 Mar 2012
- First Look
First Look: March 6
productive. The authors have studied when 161 countries adopted 104 technologies over the past 200 years, and they conclude that profound economic advantages-as measured by per capita income-accrue to early adopters of technology. Read... View Details
Keywords: Sean Silverthorne
- March 2012
- Article
The New Science of Viral Ads
By: Thales Teixeira
It's the holy grail of digital marketing: the viral ad, a pitch that large numbers of viewers decide to share with family and friends. Several techniques derived from new technology can help advertisers attain this. In our research, two colleagues and I use... View Details
Keywords: Digital Marketing; Information Technology; Research; System; Marketing; Emotions; Television Entertainment
Teixeira, Thales. "The New Science of Viral Ads." Harvard Business Review 90, no. 3 (March 2012): 25–27.
- 24 May 2013
- News
Four Lean Advertising Campaigns That Went Viral
- January 2017
- Case
Expanding Ecommerce at Technos
By: Thales Teixeira, Rohit Deshpandé, Ruth Costas and Priscilla Zogbi
Technos was the market leader in the Brazilian watch market. Its CEO had made a firm commitment to evolve the company’s marketing and commercial practices by focusing less on pushing product to retail clients and more on branding to end consumers to pull watches from... View Details
Keywords: Technos; Watch; Wristwatch; Ecommerce; Online Shopping; Distribution; Website; Marketing; Brazil; Latin America; Branding; Trade; Marketplace; Brands and Branding; Marketing Strategy; Internet and the Web; E-commerce; Digital Marketing; Apparel and Accessories Industry; Brazil
Teixeira, Thales, Rohit Deshpandé, Ruth Costas, and Priscilla Zogbi. "Expanding Ecommerce at Technos." Harvard Business School Case 517-078, January 2017.
- August 2012
- Background Note
Marketing Communications
By: Thales S. Teixeira and Thales S. Teixeira
This note identifies the main issues involved in the effective management of the marketing communications process. It first defines the purpose of communication. Then it classifies the tools available to communicate with consumers. In the sequel, it elaborates on how... View Details
Keywords: Marketing Communication; Advertising; Promotion; Social Media; Digital Media; Viral Advertising; Marketing; Communications Industry; North and Central America
Teixeira, Thales S. "Marketing Communications." Harvard Business School Background Note 513-041, August 2012.
- 30 Jan 2015
- News
Super Bowl XLIX: A Battle for Your Attention
- 12 Jun 2014
- News
The Brazil World Cup: Big Money for Billions of Eyeballs
- 31 Jan 2014
- News
Research Shows Which TV Ads Are Likely to Make Multitaskers Buy
- 01 Feb 2012
- News
Viral Advertising via Ad Symbiosis: Self-Interested Sharing
- 04 May 2012
- News
How McDonald’s Came Back Bigger Than Ever
- 14 Jun 2013
- News
Ad crowd-sourcing start-up Tongal will now do music videos
- Article
From TV to Web: Content Strategies for Ads That Drive Online Sales
By: Thales S. Teixeira
Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV... View Details
Keywords: TV Advertising; Multitasking; Infotainment; Television; Prime Time; Advertising; Online Advertising; Advertising Industry
Teixeira, Thales S. "From TV to Web: Content Strategies for Ads That Drive Online Sales." IESE Insight, no. 23 (Fourth Quarter 2014): 54–61.
- 01 Sep 2015
- News
Case Studies for Your Commute
you look at what is core to our DNA, it is the case method.” The podcast will feature a conversation between a faculty author and Kenny twice a month, covering a diversity of fields and topics. (Early entries include Associate Professor View Details
Keywords: Dan Morrell