Author Information:
Thales Teixeira is the Lumry Family Associate Professor of Business Administration at HBS. His work has been published widely in scholarly journals such as Journal of Advertising Research, Journal of Marketing Research, and Marketing Science, as well as in Forbes, the Economist, the New York Times, and Harvard Business Review. Before joining HBS, Teixeira consulted with Microsoft, HP, and Prudential, and he has given stragetic counsel to Nike, Unilever, and countless tech startups.
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