Faculty & Research
Directory
Bertini, Marco
Professor, Department of Marketing at
Esade
URL Professor
Director Open Enrollment, Dirección Open Programs
Education
- Doctor of Business Administration.
- Master of Business Administration.
- B. Comm. (Economics and Commerce). University of Melbourne
- B. A. (Political Science). University of Melbourne
Biography
I am Professor of Marketing and Director of Open Executive Programs at Esade, Barcelona.
I am also a senior advisor to Globalpraxis.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.My
research combines economics and psychology to study how companies capitalize customer
satisfaction to accelerate profitable growth. I am co-author of the book The Ends
Game: How Smart Companies Stop Selling Products and Start Delivering Value MIT Press,
which explores how technology and society stimulate accountability, prompting companies
to profit from the quality of the outcomes they deliver rather than the offerings
they bring to market. My articles appear in the leading journals for management science
and practice, including Harvard Business Review, Sloan Management Review, Journal
of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Marketing
Science.This research carries through to speaking, training, and coaching engagements
across all sectors. Recently, I was named to the Thinkers50 Radar, a shortlist of
the scholars “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. I am Italian but grew up in Australia and
subsequently lived in the United States of America on two occasions, the United Kingdom,
and now Spain. For more information, please visit my website.
Selected publications
- Bertini, M., Aparicio, D. (2024). Can Friction Improve Your Customers' Experiences?. MIT Sloan Management Review, 65 (2), pp. 42-47.
- Baldrati, A., Bertini, M. & Uricchio, T., Del Bimbo, A. (2024). Composed Image Retrieval using Contrastive Learning and Task-oriented CLIP-based Features. Acm Transactions on Multimedia Computing Communications and Applications, 20 (3), 62. DOI: https://doi.org/10.1145/3617597.
- Bertini, M., Izaret, J. & Hutchinson, R. (2024). Should Your Nonprofit Charge Its Beneficiaries. Harvard Business Review, 2024 January-February, pp. 90-97.
- Agnolucci, L., Galteri, L. & Bertini, M., Bimbo, A. D. (2024). Perceptual Quality Improvement in Videoconferencing Using Keyframes-Based GAN. IEEE Transactions on Multimedia, 26, pp. 339-352. DOI: https://doi.org/10.1109/TMM.2023.3264882.
- van Lin, A., Aydinli, A. & Bertini, M., van Herpen, E., von Schuckmann, J. (2023). Does Cash Really Mean Trash?: An Empirical Investigation into the Effect of Retailer Price Promotions on Household Food Waste. Journal of Consumer Research, 50 (4), pp. 663-682. DOI: https://doi.org/10.1093/jcr/ucad018.
- Avery, J., Bertini, M. (2023). Case study: Should a dollar store raise prices to keep up with inflation?. Harvard Business Review, 2023 March-April.
- Bertini, M., Buehler, S. & Halbheer, D., Lehmann, D. R. (2022). Carbon Footprinting and Pricing Under Climate Concerns. Journal of Marketing, 86 (2), pp. 186-201. DOI: https://doi.org/10.1177/0022242920932930.
- Bertini, M., Koenigsberg, O. (2021). The Pitfalls of Pricing Algorithms: Be mindful of how they can hurt your brand. Harvard Business Review, 2021-September-October, pp. 74-83.
- Bertini, M., Pineda, J. & Petzke, A., Izaret, J. (2021). Can We Afford Sustainable Business?. MIT Sloan Management Review, 63 (1), pp. 25-33.
- Bertini, M., Aydinli, A. (2020). Consumer Reactance to Promotional Favors. Journal of Retailing, 96 (4), pp. 578-589. DOI: https://doi.org/10.1016/j.jretai.2020.03.002.
- Bertini, M., Koenigsberg, O. (2020). Competing on customer outcomes. MIT Sloan Management Review, 62 (1), pp. 78-84.
- Bertini, M., Halbheer, D. & Koenigsberg, O. (2020). Price and quality decisions by self-serving managers. International Journal of Research in Marketing, 37 (2), pp. 236-257. DOI: https://doi.org/10.1016/j.ijresmar.2019.07.008.
- Reisman, R., Bertini, M. (2018). A novel architecture to monetize digital offerings. Journal of Revenue and Pricing Management, 17 (6), pp. 453-458. DOI: https://doi.org/10.1057/s41272-018-0143-3.
- Vana, P., Lambrecht, A. & Bertini, M. (2018). Cashback Is Cash Forward: Delaying a Discount to Entice Future Spending. Journal of Marketing Research, 55 (6), pp. 852-868. DOI: https://doi.org/10.1177/0022243718811853.
- Tavassoli, N., Bertini, M. (2017). HBR case study and commentary: When it's time to expand beyond the base: An extreme-race company considers a vip tier. Harvard Business Review, 2017 (September-October).
- Bertini, M. (2017). Put the customers' money where your mouth is: Dear CEO: 50 personal letters from the world's leading business thinkers. Dear CEO: 50 personal letters from the world's leading business thinkers, pp. 19-21.
- Lee, L., Lee, M. P. & Bertini, M., Zauberman, G., Ariely, D. (2015). Money, time, and the stability of consumer preferences. Journal of Marketing Research, 52 (2), pp. 184-199. DOI: https://doi.org/10.1509/jmr.10.0386.
- Bertini, M., Tavassoli, N. (2015). Can one business unit have two revenue models?. Harvard Business Review, (MARCH 2015), pp. 1-6.
- Bertini, M. (2014, December). Price wars and the managers who start them. Business Strategy Review, 25 (4), pp. 52-55. DOI: https://doi.org/10.1111/j.1467-8616.2014.01122.x.
- Aydinli, A., Bertini, M. & Lambrecht, A. (2014). Price promotion for emotional impact. Journal of Marketing, 78 (4), pp. 80-96. DOI: https://doi.org/10.1509/jm.12.0338.
- Bertini, M., Koenigsberg, O. & Halbheer, D. (2014). Claiming the credit. Business Strategy Review, 25 (1), pp. 8. DOI: https://doi.org/10.1111/j.1467-8616.2014.01016.x.
- 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. DOI: https://doi.org/10.1111/j.1467-8616.2013.00924.x.
- Bertini, M. (2012). The price of olympic success.
- Bertini, M., Gourville, J. T. (2012). Pricing to create shared value. Harvard Business Review, 90 (6).
- Bertini, M., Wathieu, L. & Sigman, B. P., Norton, M. I. (2012). Do social deal sites really work?. Harvard Business Review, 90 (5).
- Bertini, M., Cabornero, R. (2012). The perils of popularity. Business Strategy Review, 23 (1), pp. 51-55. DOI: https://doi.org/10.1111/j.1467-8616.2012.00820.x.
- 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: https://doi.org/10.1509/jmr.10.0028.
- Bertini, M., Gourville, J. T. & Ofek, E. (2011). When the name is the game. Business Strategy Review, 22 (3), pp. 50-55. DOI: https://doi.org/10.1111/j.1467-8616.2011.00774.x.
- Bertini, M., Gourville, J. T. (2011). HBR case study: Time for a unified campaign?. Harvard Business Review, 89 (6).
- Bertini, M., Gourville, J. T. & Ofek, E. (2011). The best way to name your product 2.0. Harvard Business Review, 89 (5).
- Hinterhuber, A., Bertini, M. (2011). Profiting When Customers Choose Value Over Price. Business Strategy Review, 22 (1), pp. 46-49. DOI: https://doi.org/10.1111/j.1467-8616.2011.00727.x.
- Bertini, M., Kumar, N. (2010). HBR case study: The upstart's assault. Harvard Business Review, 88 (7-8).
- Bertini, M., Wathieu, L. (2010). How to stop customers from fixating on price. Harvard Business Review, 88 (5).
- 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: https://doi.org/10.1086/596717.
- Bertini, M., Wathieu, L. (2008). Attention arousal through price partitioning. Marketing Science, 27 (2), pp. 236-246. DOI: https://doi.org/10.1287/mksc.1070.0295.
- Wathieu, L., Bertini, M. (2007). Price as a stimulus to think: The case for willful overpricing. Marketing Science, 26 (1), pp. 118-129. DOI: https://doi.org/10.1287/mksc.1060.0222.