by Thales S. Teixeira - Publications - Faculty & Research

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

Keywords: by Thales S. Teixeira and Michael Blanding; Retail; Transportation; Accommodations

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

Keywords: by Thales Teixeira; Sports

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

Keywords: by Donald Ngwe, Kris J. Ferreira, and Thales Teixeira; Retail; Apparel & Accessories; Consumer Products

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

Keywords: by Carmen Nobel; Advertising

01 Jul 2019
Research & Ideas

The Airbnb Lesson for Startups? Success Takes More Than Technology

power stems from its ability to identify and meet evolving customer needs, not its technology, says Thales S. Teixeira, author of the new book Unlocking the Customer Value Chain: How Decoupling Drives... View Details

Keywords: by Danielle Kost; Travel; Tourism

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

Keywords: by Michael Blanding; Advertising; Sports

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

Keywords: by Kim Girard; Advertising; Media & Broadcasting

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

Keywords: by Carmen Nobel; Consumer Products

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

Keywords: by Michael Blanding; Retail

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

Keywords: by Michael Blanding; Retail; Service; Transportation

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

Keywords: by Julia Hanna; Media & Broadcasting; Entertainment & Recreation

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

Keywords: by Danielle Kost; Beauty & Cosmetics; Insurance; Service; Retail

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

Keywords: by Brian Kenny; Advertising; Travel

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

09 Feb 2018
Research & Ideas

Big Hits: The Best of the 2018 Super Bowl Ads

programs, including the forthcoming Winter Olympics. Thales Teixeira Lumry Family Associate Professor of Business Administration My top vote for best Super Bowl spot goes to Amazon's Alexa voice-loss ad.... View Details

Keywords: Re: Multiple Faculty; Telecommunications

Article

Moment-to-moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing

By: Thales S. Teixeira, Michel Wedel and Rik Pieters

We develop a conceptual framework for understanding the impact that branding activity (the audio-visual representation of brands) and consumers' dispersion of attention have on their moment-to-moment avoidance decisions during television advertising. It formalizes this... View Details

Keywords: Advertising; Decision Choices and Conditions; Television Entertainment; Brands and Branding; Consumer Behavior; Mathematical Methods

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