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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... |
- December 2015
- Teaching Material
YouTube for Brands
By: Thales S. Teixeira and Matthew G. Preble
| This teaching plan is designed to support Thales S. Teixeira's and Leora Kornfeld's "YouTube for Brands," HBS No. 514-048. |
- December 2015
- Teaching Material
Managing Online Reviews on TripAdvisor
By: Thales S. Teixeira and Matthew G. Preble
| This teaching plan is designed to support Thales S. Teixeira's and Leora Kornfeld's "Managing Online Reviews on TripAdvisor," HBS No. 514-071. |
- May 2016 (Revised January 2018)
- Case
Airbnb, Etsy, Uber: Acquiring the First Thousand Customers
By: Thales S. Teixeira and Morgan Brown
| By 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable... |
- 2014
- Working Paper
The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It
By: Thales S. Teixeira
| 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... |
- June 2016 (Revised January 2018)
- Case
Airbnb, Etsy, Uber: Growing from One Thousand to One Million Customers
By: Thales S. Teixeira and Morgan Brown
| By 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable... |
- August 2014 (Revised December 2015)
- Case
Showrooming at Best Buy
By: Thales Teixeira and Elizabeth Anne Watkins
| Best Buy is a consumer electronics retailer with nearly 2,000 stores worldwide. In 2012, the rising popularity of price-matching apps for mobile phones made price differences between retailers transparent, online and offline. Shoppers' desire to test electronics... |
- September 2016 (Revised September 2017)
- Case
Zalora Philippines: From Growth to Profitability
By: Donald Ngwe and Thales Teixeira
| In May 2015 Paulo Campos, co-founder and CEO of Zalora Philippines, found himself at a crucial turning point in his young company’s development. In just three years, Zalora had come from entering the Philippine fashion retail industry as an unknown quantity to becoming... |
- June 2019
- Case
Airbnb, Etsy, Uber: Expanding from One to Many Millions of Customers
By: Thales S. Teixeira
| By 2019, two-sided online platforms (or marketplaces) were among the highest-growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products, or services with customers demanding them. Among the most notable... |
- Faculty
Technology & Innovation - Faculty & Research
| By: Thales S. Teixeira and Peter Jamieson While the Internet's first wave of disruption was marked by the unbundling of digital content, the second wave, decoupling, promises to generate more casualties in an even broader array of industries. Digital start-ups are disrupting traditional businesses by |
- June 2015
- Case
The Coca-Cola Company's Case for Creative Transformation
By: Thales S. Teixeira and Elizabeth Anne Watkins
| In 2013, the Coca-Cola Company was awarded Creative Marketer of the Year by the Cannes Lions Festival (known as the "Oscar of Advertising") for the first time ever in history and nearly 50 years after the Festival's inception. Just one year before that, Jonathan... |
- November 2013 (Revised November 2014)
- Case
Freemium Pricing at Dropbox
By: Thales Teixeira and Elizabeth Anne Watkins
| Online storage company Dropbox provided remote-storage over the internet of any type of computer file, along with file sharing, synchronization and backup. Using a freemium pricing strategy whereby a basic service was free-of-charge and a premium service was paid,... |
- 2014
- Working Paper
The Decoupling Effect of Digital Disruptors
By: Thales S. Teixeira and Peter Jamieson
| While the Internet's first wave of disruption was marked by the unbundling of digital content, the second wave, decoupling, promises to generate more casualties in an even broader array of industries. Digital start-ups are disrupting traditional businesses by inserting... |
- September 2011 (Revised December 2012)
- Case
Pepsi-Lipton Brisk
By: Thales S. Teixeira and Alison Caverly
| This case showcases key decisions in promoting the re-launch of Brisk, a ready-to-drink iced tea by Pepsi-Lipton. The decisions are: creative, media and metrics selection. It also deals with budget allocation to traditional (Super Bowl, television) and new (viral ads... |
- August 2015
- Case
Building an e-Commerce Brand at Wayfair
By: Thales Teixeira and Elizabeth Anne Watkins
| Wayfair, Inc. comprised five home goods, furniture, and décor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass-middle home-goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche... |
- August 2012
- Teaching Material
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... |
- October 2015
- Teaching Material
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) |
- December 2013
- Teaching Material
Digital Marketing Strategy
By: Thales Teixeira
| Digital Marketing Strategy is the process by which firms employ, either partially or exclusively, digital tools, techniques, and tactics to create value for customers. |
- March 2012
- Article
- Harvard Business Review
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... |