Bertini, Marco

I am a professor of marketing at Esade, where I also serve as the director of open executive programs, and a senior advisor to Globalpraxis.I am a behavioral scientist who leverages insights from economics and psychology to help organizations build profitable, lasting relationships with customers. I help leaders make more informed decisions about how value is created and ultimately shared in markets, with particular emphasis on managing the delicate transition from customer satisfaction to revenue.I am co-author of the book “The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value,” which explores how technology and society stimulate accountability, prompting companies to profit from the outcomes they deliver rather than the offerings they bring to market. My articles appear in the leading academic journals for management science and have featured in media outlets including BBC, Bloomberg, CNBC, CNN, Forbes, Harvard Business Review, Sloan Management Review, The Financial Times, The Wall Street Journal, and Vox.Recently, I was named to the Thinkers50 Radar, a shortlist of the people “most likely to shape the future of how organizations are managed and led.” Prior to this, I was recognized by the Marketing Science Institute as one of the most promising scholars in the field.Originally from Italy, I grew up in Australia and subsequently lived in the United States, the United Kingdom, and now Spain. I received my doctorate from Harvard Business School and previously served on the faculty at London Business School and was a visiting professor at Harvard Business School and a senior advisor to Boston Consulting Group.