Thales S. Teixeira, Renato Mendes

Any business can — and should — classify their customers’ value chain into value-creating, value-charging (monetizing) and value-eroding activities.

How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers

Thales Teixeira studies three of the most successful “platform” startups to understand the chicken-and-egg challenge of how companies can attract their first customers.

Creating Online Ads We Want to Watch

The mere fact that an online video advertisement reaches a viewer’s computer screen does not guarantee that the ad actually reaches the viewer. New experimental research by Thales S. Teixeira looks at how advertisers can effectively capture and keep viewers’ attention by evoking certain emotional responses.

Improving Brand Recognition in TV Ads

Advertisers pay millions of dollars to air TV ads that are subsequently ignored by a third of viewers. New research by HBS professor Thales S. Teixeira offers a simple, inexpensive solution for marketers to retain brand recognition.