How can traditional corporations avoid losing customer share to startups?


Thales Teixeira (Author & Associate Professor, Harvard Business School)

Thales Teixeira explains his concept of the customer value chain and talks about how it impacts existing companies and creates new opportunities for entrepreneurs. The value chain according to Teixeira is based on value creation, value charging and value eroding activities. He goes through each phase of the chain and talks about how companies need to provide benefits to consumers in each part of the process. Teixeira provides examples of existing businesses that have understood this concept and moved to create new opportunities for growth.


About Author

Thales Teixeira

Author & Associate Professor, Harvard Business School

Thales Teixeira is an Associate Professor at Harvard Business School, where he has taught MBA, doctoral and executive-level courses in Marketing Models, Digital Marketing and Ecommerce. He has consulted or advised top executives of over 15 of the Fortune 100 companies and 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. His new book is titled Unlocking the Customer Value Chain.

Interviewed By

Tracey Fitzpatrick

Tracey Fitzpatrick

Sarder TV Anchor & Former Market News Video Anchor

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