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- News (20)
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- 16 Nov 2016
- Research & Ideas
Turning One Thousand Customers into One Million
achieve more success in the future. Failure to do so at the right moment may result in a strong reduction in the momentum of the company. By contrast, having the courage to change in favor of new marketing strategies can help a company... View Details
- 29 Jan 2014
- Working Paper Summaries
The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It
Keywords: by Thales S. Teixeira
- 13 Jun 2014
- Op-Ed
World Cup Soccer: 770 Billion Minutes of Attention
overload. Using a standard cost of $25 per thousand viewers, which is generally charged by broadcast companies for a 30 second ad on primetime television in the United States (a value cheaper than Japan and more expensive than Brazil)... View Details
Prof. Thales Teixeira returns to Cannes to speak about Digital Disruption
In recent years, a new wave of digital disruption has been taking over the Internet. It is characterised by business models focusing on the separation of consumption activities that traditionally went together such as content and advertising, or browsing and purchasing... View Details
- 21 Nov 2014
- Working Paper Summaries
The Decoupling Effect of Digital Disruptors
Keywords: by Thales S. Teixeira & Peter Jamieson
- 02 Sep 2016
- Op-Ed
The Twitter Election
John Quelch is the Charles Edward Wilson Professor of Business Administration at Harvard Business School where he teaches Strategic Marketing Management in the Advanced Management Program.Professor Thales View Details
Keywords: by John Quelch and Thales Teixeira
- 05 Mar 2019
- Working Paper Summaries
The Impacts of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment
- 17 Jun 2013
- Research & Ideas
Advertising Symbiosis: The Key to Viral Videos
YouTube views. By contrast, Nestlé's self-explanatory "From Maine Water Springs to You: The Journey of Poland Springs Water" has barely cracked 500 views. So why did one water commercial sparkle on YouTube, while the other fizzled? The... View Details
- 01 Jul 2019
- News
The Airbnb Lesson for Startups? Success Takes More Than Technology
- 29 Jan 2014
- Research & Ideas
Super Bowl Ads for Multitaskers
can be a competitor, but it can also be a collaborator” If anything, says Harvard Business School marketing professor Thales S. Teixeira, that number understates the prevalence of media multitasking.... View Details
- 29 Jan 2013
- Research & Ideas
Creating the Perfect Super Bowl Ad
question whether ads, including the over-the-top Super Bowl spots, have become too entertaining, says Thales S. Teixeira, an assistant professor in the Marketing unit at Harvard Business School. In upcoming... View Details
- 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 May 2018
- Research & Ideas
Why Online Retailers Should Hide Their Best Discounts
high-value customers.” It would almost be as if a high-end retailer such as Louis Vuitton or Gucci told people to go their outlet store first, Ngwe says. Huge gain in sales In a series of experiments involving a real online fashion and apparel retailer, 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
- 13 Jul 2016
- HBS Case
How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers
two-sided platform, you have to acquire both the customers and the services,” says Harvard Business School’s Thales Teixeira, Lumry Family Associate Professor of Business Administration. “It’s the classic chicken-and-egg problem,” he... View Details
- 16 Nov 2016
- News
Turning One Thousand Customers into One Million
- 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
- 02 Feb 2015
- Research & Ideas
Disruptors Sell What Customers Want and Let Competitors Sell What They Don’t
Chain One key distinction between unbundling and decoupling is that while the former takes place only at the point of consumption, the latter can take place anywhere along the chain of testing, choosing, and purchasing products or services. Source: View Details
Keywords: by Michael Blanding
- 21 Mar 2016
- HBS Case
Can Customer Reviews Be 'Managed?'
in 2013. Professor Thales Teixeira discusses TripAdvisor’s staggering success, how the company has forced an entire industry to change the way it considers (and purposefully influences) the online review... View Details
- 17 Jun 2013
- News