Marco Bertini
Associate Professor, Department of Marketing in ESADE
Contracted Doctoral Professor URL

Director, Department of Marketing


  • Doctor of Business Administration. Harvard Business School
  • Master of Business Administration. IESE Business School
  • B. Comm. (Economics and Commerce). University of Melbourne
  • B. A. (Political Science). University of Melbourne

Areas of interest

  • Pricing strategy
  • Consumer and managerial decision making


Marco Bertini is Associate Professor and Department Head of the marketing subject area at ESADE. He completed his doctoral studies at Harvard Business School, and was previously on the faculty at the London Business School.

Marco's research, which for the most part studies the psychology of pricing decisions, appears in the leading journals for marketing science (including Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research and Marketing Science) and practice (including Harvard Business Review and MIT Sloan Management Review). His teaching, speaking engagements and advisory work with senior executives in private and public institutions similarly focus on the challenge of designing and implementing a proper strategy for monetisation.

Marco was recently named to the Thinkers50 Radar, a shortlist of the scholars most likely to shape the future of how organisations are managed and led. Previously, he was nominated for the Business Professor of the Year Award, a global competition of the Economist Intelligence Unit, and recognised by the Marketing Science Institute as one of the most promising researchers in the field as part of its biennial Young Scholars programme.

A native of Italy, Marco also lived in Australia, the United States, the United Kingdom and now Spain. For more information, please visit

Selected publications

Spann, M., Zeithammer, R., Bertini, M., Haruvy, E., Jap, S., Koenigsberg, O. & et al. (2018). Beyond posted prices: The past, present, and future of participative pricing mechanisms. Customer Needs and Solutions, 5 (1-2), pp. 121-136.

Bertini, M. & Tavassoli, N. (2017). When it's time to expand beyond the base. Harvard Business Review, 95 (5), pp. 143-147.

Bertini, M. (2017). Put the customers' money where your mouth is. In Thinkers50, Dear CEO: 50 personal letters from the world's leading business thinkers (pp. 19-21). London: Bloomsbury Publishing.

Lee, L., Lee, M., Bertini, M., Zauberman, G. & Ariely, D. (2015). Money, time, and the stability of consumer preferences. Journal of Marketing Research, 52 (2), pp. 184-199.

Bertini, M. & Tavassoli, N. (2015). Can one business unit have two revenue models?. Harvard Business Review, 93 (3), pp. 121-125.

Bertini, M. (2014). Price wars and the managers who start them. Business Strategy Review, 25 (4), pp. 52-55.

Aydinli, A., Bertini, M. & Lambrecht, A. (2014). Price promotion for emotional impact. Journal of Marketing, 78 (4), pp. 80-96.

Bertini, M. & Koenigsberg, O. (2014). When customers help set prices. MIT Sloan Management Review, 55 (4), pp. 57-64.

Ham, T. & Bertini, M. (2013). The right price, at the right moment, to the right customer. Business Strategy Review, 24 (1), pp. 49-53.

Bertini, M. (2012). The price of olympic success. Business Strategy Review, 23 (2), pp. 43-47.

Bertini, M. & Gourville, J.T. (2012). Pricing to create shared value. Harvard Business Review, 90 (6), pp. 96-104.

Bertini, M., Wathieu, L., Sigman, B.P. & Norton, M.I. (2012). Do social deal sites really work?. Harvard Business Review, 90 (5), pp. 139-143.

Bertini, M. & Cabornero, R. (2012). The perils of popularity. Business Strategy Review, 23 (1), pp. 51-55.

Bertini, M., Wathieu, L. & Iyengar, S.S. (2012). The discriminating consumer: Product proliferation and willingness to pay for quality. Journal of Marketing Research, 49 (1), pp. 39-49. DOI: 10.1509/jmr.10.0028.

Bertini, M. & Ofek, E. (2011). When the name is the game. Business Strategy Review, 22 (3), pp. 50-55.

Bertini, M. (2011). Time for a unified campaign?. Harvard Business Review, 89 (6), pp. 129-133.

Bertini, M. & Ofek, E. (2011). The best way to name your product 2.0. Harvard Business Review, 89 (5), pp. 36-36.

Hinterhuber, A. & Bertini, M. (2011). Profiting when customers choose value over price. Business Strategy Review, 22 (1), pp. 46-49.

Bertini, M. & Kumar, N. (2010). The upstart's assault. Harvard Business Review, 88 (7-8), pp. 159-163.

Bertini, M. & Wathieu, L. (2010). How to stop customers from fixating on price. Harvard Business Review, 88 (5), pp. 84-91.

Bertini, M., Ofek, E. & Ariely, D. (2009). The impact of add-on features on consumer product evaluations. Journal of Consumer Research, 36 (1), pp. 17-28. DOI: 10.1086/596717.

Bertini, M. (2008). Attention arousal through price partitioning. Marketing Science, 27 (2), pp. 236-246.

Wathieu, L. & Bertini, M. (2007). Price as a stimulus to think: The case for willful overpricing. Marketing Science, 26 (1), pp. 118-129. DOI: 10.1287/mksc.1060.0222.

Bertini, M. & Wathieu, L. (2007). Research note-attention arousal through price partitioning. Marketing Science, 27 (2), pp. 236-246. DOI: 10.1287/mksc.1070.0295.