How did you come up with the business model you provide in your book, Unlocking the Customer Value Chain?

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

Thales Teixeira explains how he created the simple business model he offers in his book, Unlocking the Customer Value Chain. He talks about how his model is based on answering three questions: how do you create value, how do you charge for the value you create, and how do you deal with value erosion? Teixeira provides examples of major corporations that have identified weaknesses or “leaks” and met the challenge of adapting their business models to fit current customer needs.

Can you explain the different stages of value for services or products?

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

About the Author

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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.

Interview By

Tracey Fitzpatrick

Sarder TV Anchor & Former Market News Video Anchor

Tracey is a Telly Award winning producer and reporter and has spent over a decade at Cablevision. She also has had stints at Time Warner’s NY1 News, and recently a financial news anchor with Market News Video.

Tracey is the recipient of several industry awards including, a Cable Ace Nominee, and is a three time Telly Award winning producer/reporter.

In addition, she writes for Examiner.com, an online news and entertainment site with a focus on fashion and fundraising, and also creates content for Wochit, an award-winning video creation platform.

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