
Felipe Thomaz
Associate Professor of Marketing
- felipe.thomaz@sbs.ox.ac.uk
Saïd Business School
University of Oxford
Park End Street
Oxford
OX1 1HP
Profile
Felipe is an expert in marketing strategy, structure, and management, as well as a leading scholar on illicit and criminal markets.
In addition to being an Associate Professor of Marketing, Felipe is also Deputy Director Oxford Future of Marketing Initiative and Academic Director of the MBA Programme.
His research addresses the role of social networks’ impact on brand and firm performance, the management and architecture of intangible market-based assets, as well as the behaviour of consumers in digital marketplaces and interactive marketing channels. Within this domain, he has a concentration of work on the effectiveness and efficiency of marketing activities, particularly around the broader advertising industry. Additionally, he works on novel tools, techniques, and methodological approaches to address emerging managerial problems (complex budget allocation optimisation, multi-dimensional long-term forecasting and attribution models).
This work has led to the first two intellectual property transfers from Saïd Business School to the University, and the first spinout company created with the Oxford University Innovation (OUI) in the School’s history.
Felipe has published on the ethics of marketing and the emerging issues surrounding the integration of AI in market systems, especially where consumer privacy is concerned. His work on a framework for ethics in AI for business in partnership with the International Chamber of Commerce is the basis for ethical AI deployment recommendations for roughly 45 million businesses globally.
His work on ESG topics includes a financial valuation of social and environmental purpose on brands, as well as work with the United Nations Unstereotype Alliance on the negative brand impact of stereotypes in advertising. He is a collaborator with the Oxford Zoology department on studies in conservation where wildlife trafficking, and illicit markets, are involved – having presented this work as panellist at the United Nations General Assembly. Felipe is also a faculty member of the Oxford AIxSDG, the University’s initiative to determine how AI might be used to further the global sustainability and development goals.
Felipe is the first marketing scholar to study and publish academic peer reviewed articles on the functional form and behaviour of illicit and criminal marketplaces, especially those found in the dark web. This stream of research has assisted government policy, international agencies dealing with human trafficking, and major NGO or intergovernmental bodies like the UN.
Raised in São Paulo, Brazil, Felipe received his PhD in Marketing from the University of Pittsburgh. He also holds a master's degree in Marketing and Finance from the University of Pittsburgh, as well as a bachelor's degree in Animal Sciences from the University of Florida. Prior to joining Oxford, Felipe taught at the University of South Carolina.
Publications
Characterising the links between the trade in donkey skins for Traditional Chinese Medicine and timber of conservation concern(opens in new window)
- Journal article
- Global Ecology and Conservation
Comparing the principal eigenvector of a hypergraph and its shadows(opens in new window)
- Journal article
- Linear Algebra and Its Applications
The link between wildlife trade and the global donkey skin product network(opens in new window)
- Journal article
- Conservation Science and Practice
How consumer digital signals are reshaping the customer journey(opens in new window)
- Journal article
- Journal of the Academy of Marketing Science
Blame the bot: Anthropomorphism and anger in customer-chatbot interactions(opens in new window)
- Journal article
- Journal of Marketing
Engagement
Felipe’s research on marketing strategy issues brings him into constant contact with a wide range of global companies.
These companies are interested in how to better leverage a variety of networks or networked marketing assets, or how to better construct digital and social media strategies.
On a policy side, Felipe collaborates with a number of government agencies and institutions, as well as NGOs, on the understanding and modelling of processes that underlie the creation, operation, and collapse of black markets; with a particular focus on those markets that operate in the digital realm.
Teaching
Felipe’s teaching aims to connect established theory, current groundbreaking research and the realities of marketing practice.
He teaches undergraduate, MBAs, doctoral, and executive courses on a range of topics, such as marketing management, brand management, social media marketing and social media analytics.