Responding to Digital Disruption
Leadership Workshop Hosted by Professor Thales Teixeira
of the Harvard Business School

Sample Agenda
1
Digital Disruption Through the Eyes of the Disruptor

Case Discussion: Airbnb, Etsy, Uber: Acquiring the First 1000 Customers
Duration: 75 min

Presentation: A Recipe for Disruption
Duration: 60 min

Small Group Exercise: Designing a Disruptive Business Model
Duration: 75 min
2
Digital Disruption from the Point of View of the Incumbent

Case Discussion: Showrooming at Best Buy (Responding to Amazon)
Duration: 75 min

Presentation: A Recipe for Responding to Disruption
Duration: 60 min

Small Group Exercise: Designing a Defense Response Against Disruption
Duration: 75 min
About the Workshop
Responding to Digital Disruption is a multi-format workshop based on 9 years of Professor Teixeira's research at the Harvard Business School. It is designed to support leaders of established businesses
on their journey to creating a response strategy to disruption, now or in the near future,
and transition towards a digital business.
Content
Leaders of different companies are brought together to debate the options confronted by executives of other companies facing similar situation. This is done via the famous Harvard case study method. Following each case discussion, the lessons are distilled in presentations. Lastly, participants work in small groups to apply the lessons of how to disrupt and to respond to disruption - two sides of the same coin - in their own businesses.
Intended Results
Participants will take away (1) a framework for thinking about digital disruption, (2) tools to disrupt and to defend from disruption, (3) a set of actions to take in order to prepare the business for digital transformation, and (4) a gameplay or playbook for responding to digital disruption.
Participants
This workshop is designed for senior executives (C-suite) of medium and large established businesses who are involved in the digital transformation of their businesses. They are either disrupting their own businesses or need to respond to disruption by startups. Past senior company executives include Nike, BMW, Chanel, Microsoft, BNP Paribas, Renault, Hermès, Deutsche Bank, Kraft Heinz, Unilever, Wimbledon, Avon, Pearson.

Anonymmous quotes from past participants:
"Nailed it. Educational and entertaining"
"Excellent! Loved the content […] useful and actionable"
"Very simple, relevant, memorable theory with practical applications."
"Really got me thinking about my own company and what we can do."
"I found it very thought provoking. Will take some of the learnings back to my job."
"This blew my mind. I was skeptical about the idea of a recipe for disruption, but the professor convincingly explained his theory."

Format
The workshop will require one full day (9am to 5pm) of your time and your undivided attention throughout the day. You will be immersed in hours of deep-thinking activities without constant access to your mobile phone.
Thales Teixeira
Thales is a Professor in the Marketing Unit at Harvard Business School. There he teaches Digital Marketing Strategies to MBAs, PhDs and executives. His research domain comprises digital disruption, marketing and The Economics of Attention – i.e., how to capture and use consumer attention effectively to build brands cheaply.

His research has been published at Harvard Business Review, Forbes, The Economist, NY Times, etc., and he has presented his research at Netflix, Google, YouTube, Facebook, Warner Bros., The Coca-Cola Co., Paramount Pictures, and Disney. Recent keynotes: Online Marketing Rock Stars, National Retail Federation, Cannes Lions, among other global events.
Schedule of Events
January 23-24, 2017
January 23-24, 2017
London, UK
January 25, 2017
January 25, 2017
Munich, Germany
January 26-27, 2017
January 26-27, 2017
Paris, France
June 3, 2017
June 3, 2017
Boston, USA
July 26, 2017
July 26, 2017
Rio de Janeiro, Brazil

July 24, 2017
July 24, 2017
Sao Paulo, Brazil

August, 2018
August, 2018
Texas, USA
(private company workshop)

Professor Thales Teixeira
Morgan Hall T13, Harvard Business School
Boston, MA 02163

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