Prof. Thales Teixeira is the co-founder of digital disruption consultancy Decoupling.co. Previously, he was the Lumry Family Associate Professor at Harvard Business School, where he taught for 10 years. 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
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
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.
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 at Harvard Business School. “We
don’t think that’s necessarily the right approach.”
Should a Direct-to-Consumer Company Start Selling on Amazon?
This fictitious case study based on a real company discusses the dilemma of whether a direct-to-consumer
electric bike maker should sell its high-end e-bikes on Amazon or not.
Harvard Business Review
Decoupling is the newest wave of digital disruption
Disruption comes in waves, and it is customers who disrupt markets, not the start-ups. The latest wave is
called ‘decoupling.’ Looking for a response to digital disruption, companies need to think about how to
address the disruption as a process, rather than focusing on individual companies like Facebook or Google.
International News Media Association
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