Thales S. Teixeira

Lumry Family Associate Professor of Business Administration

Thales Teixeira is the Lumry Family Associate Professor at Harvard Business School. There he has taught MBA, doctoral and executive-level courses in Marketing Models, Digital Marketing and Ecommerce. His two primary domains of research constitute Digital Disruption and The Economics of Attention.

He is the author of dozens of articles published in trade press outlets such as The Harvard Business Review, The McKinsey Quarterly, Think with Google, and in academic journals such as Marketing Science, JMR, JM, and JAR. His research and opinions have been routinely featured in The NY Times, The Financial Times, ABC Nightly News, NBC News, NPR, Forbes, Quartz, The New Yorker and The Guardian.

He has also been an expert reviewer for the US Food and Drug Administration under President Barack Obama. And he is one of the current judges of CNBC’s Disruptor 50 most innovative startups. He has consulted or advised top executives of over 15 of the Fortune 100 companies.

His new book is titled Unlocking the Customer Value Chain. There he explains the concept of 'decoupling.'

Book: Publisher or Amazon.

Workshop on Digital Disruption: http://decoupling.tilda.ws/

EoA website: www.economicsofattention.com

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Unlocking the Customer Value Chain

How DECOUPLING drives consumer disruption

“Thales Teixeira brings a brilliant and incisive intellect—blending fundamental insights with practical guidance—to the urgent question of digital transformation. In the book, he gives us a roadmap for winning the right customers, and for keeping them, amidst the vast wreckage of destroyed business models. Fresh, smart, and strategic—a worthy read!”
-Jim Collins, author of Good to Great
How did they start?

How did they acquire their 1st 1,000 customers?

HOW TO ACQUIRE YOUR FIRST 1,000 CUSTOMERS ONLINE. Do’s and don'ts based on what worked for Uber, Airbnb and other tech startups. This slide deck goes into details of how some of of the most expected tech IPO companies of 2019 started their customer acquisition spree.
To Sell or Not to Sell on Amazon

Should a Direct-to-Consumer Company Start Selling on Amazon?

Millions of makers and retailers are selling their goods on Amazon. Now we are witnessing a growing group of companies that deliberately choose to NOT sell their goods on or through Amazon. Should an e-bike manufacturer sell on Amazon or not?
Why Online Retailers Should Hide Their Best Discounts

“The use of this lever of discounts has been so high in many aspects, it is causing e-commerce companies to become unprofitable,” says Teixeira, the Lumry Family Associate Professor of Business Administration. “We don’t think that’s necessarily the right approach.” SOURCE: Forbes.
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 products. Is there a recipe for start-ups using digital technologies to disrupt industries? Find out at Cannes Innovation.
Mind the Attention Gap

What brands need to know about advertising today

Thales Teixeira, Harvard Business School professor, talks to McKinsey partner Dave Edelman about how companies need to focus on attention when thinking about advertising.

> McKinsey Marketing and Sales Practice
The Rising Cost of Consumer Attention

Why You Should Care, and What You Can Do about It

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 money on costly attention sources or reduce their investment in promoting their brands. Instead, they should be thinking about how to “buy” cheaper attention and how to use it more effectively. Research in the emerging field of the Economics of Attention shows how this can be achieved.

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Thales S. Teixeira

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