What is the most important factor for businesses looking to protect their brands?


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

Thales Teixeira explains how corporations can avoid losing some of their business to startups. According to Teixeira, it starts with a clear understanding of the consumer value chain and the need to be truly customer-centric. He recommends mapping out all the values that are created by a product and service and understanding where there might be weaknesses or opportunities to improve in the chain.


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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