Bertini, Marco

I am Professor of Marketing at Esade and Senior Advisor to Globalpraxis, a consultancy that accelerates organic growth for global organizations. My work sits at the intersection of economics and psychology, where I study how companies can build and sustain profitable relationships with their customers. In particular, I focus on the critical—and often nuanced—transition from creating value to capturing it.

I have coauthored two books on this subject. The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value examines how technological and societal shifts are forcing businesses to profit from the value they deliver rather than the products they make. My second book, Pay Back: Turning Customer Value into Lasting Revenue, offers a practical roadmap for embedding customer orientation—from the initial investment in customers to the moment that investment generates revenue.

My research has been published in leading academic and managerial journals, and my perspectives have appeared in media outlets including the BBC, Bloomberg, CNBC, CNN, Forbes, The Financial Times, The Wall Street Journal, and USA Today. I was honored to be named to the Thinkers50 Radar, a list of scholars recognized as shaping the future of how organizations are managed and led. Earlier in my career, the Marketing Science Institute identified me as one of the most promising scholars in the field.

I hold a doctorate from Harvard Business School. Previously, I served on the faculty at London Business School, was a visiting professor at Harvard Business School, and worked as a senior advisor to the Boston Consulting Group.