Marco Bertini

Marco Bertini is professor of marketing at Esade and a visiting professor in the marketing unit at Harvard Business School. He is also a senior advisor to the marketing, sales, and pricing practice at the Boston Consulting Group. He received his doctorate from Harvard Business School, and previously served on the faculty at London Business School. 

Marco is co-author of the book The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value (MIT Press), which explores how modern technology stimulates accountability, challenging organizations to succeed from the quality of the outcomes they deliver rather than the offerings they bring to market. 

The remainder of his research, which lies at the interface of the economics and psychology of pricing decisions, appears in the leading journals for management science and practice, including Harvard Business Review, MIT Sloan Management Review, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Marketing Science.

Marco’s speaking and advisory work focuses on the challenge of designing and implementing revenue policies that are not only efficient and drive growth, but also socially responsible. Recently, Marco 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, he was nominated for the Business Professor of the Year Award, a global competition of the Economist Intelligence Unit, and recognized by the Marketing Science Institute as one of the most promising scholars in the field. 

Marco is Italian but grew up in Australia and subsequently lived in Spain, the United States, the United Kingdom, and now back in Spain.

Books

• Bertini, Marco, and Oded Koenigsberg. The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value. Management on the Cutting Edge. Cambridge, MA: MIT Press, 2020. View Details

Journal Articles

• Bertini, Marco, Stefan Buehler, Daniel Halbheer, and Don Lehmann. "Carbon Footprinting and Pricing under Climate Concerns." Journal of Marketing (forthcoming). (Pre-published online July 7, 2020.) View Details
• Bertini, Marco, Daniel Halbheer, and Oded Koenigsberg. "Price and Quality Decisions by Self-Serving Managers." International Journal of Research in Marketing 37, no. 2 (June 2020): 236–257. View Details
• Bertini, Marco, and Aylin Aydinli. "Consumer Reactance to Promotional Favors." Journal of Retailing 96, no. 4 (December 2020): 578–589. View Details
• Bertini, Marco, and Oded Koenigsberg. "Competing on Customer Outcomes." MIT Sloan Management Review 62, no. 1 (Fall 2020). View Details
• Spann, Martin, Robert Zeithammer, Marco Bertini, Ernan Haruvy, Sandy Jap, Oded Koenigsberg, Vincent Mak, Peter Popkowski Leszczyc, Bernd Skiera, and Manoj Thomas. "Beyond Posted Prices: The Past, Present, and Future of Participative Pricing Mechanisms." Special Issue on 2016 Choice Symposium. Customer Needs and Solutions 5, nos. 1-2 (March 2018): 121–136. View Details
• Vana, Prasad, Anja Lambrecht, and Marco Bertini. "Cashback is Cash Forward: Delaying a Discount to Entice Future Spending." Journal of Marketing Research (JMR) 55, no. 6 (December 2018): 852–868. View Details
• Bertini, Marco, and John T. Gourville. "Pricing to Create Shared Value." Harvard Business Review 90, no. 6 (June 2012): 96–104. View Details
• Bertini, Marco, John Gourville, and Elie Ofek. "When the Name Is the Game." Business Strategy Review 22, no. 3 (Fall 2011): 50–55. View Details
• Bertini, Marco, and John T. Gourville. "Time for a Unified Campaign?" Harvard Business Review 89, no. 6 (June 2011). View Details
• Bertini, Marco, John Gourville, and Elie Ofek. "The Best Way to Name Your Product 2.0." Harvard Business Review 89, no. 5 (May 2011). View Details
• Bertini, Marco, Elie Ofek, and Dan Ariely. "The Impact of Add-On Features on Consumer Product Evaluations." Journal of Consumer Research 36, no. 1 (June 2009): 17–28. View Details
• Wathieu, Luc, and Marco Bertini. "Price As a Stimulus to Think: The Case for Willful Overpricing." Marketing Science 26, no. 1 (January–February 2007): 118–129. View Details

Cases and Teaching Materials

• Ofek, Elie, and Marco Bertini. "HP Instant Ink: (Self) Disrupting the Consumer Printing Market." Harvard Business School Teaching Note 521-084, February 2021. View Details
• Ofek, Elie, Marco Bertini, Oded Koenigsberg, and James Weber. "Pearson: Efficacy 2.0." Harvard Business School Case 521-012, January 2021. View Details
• Ofek, Elie, Eyal Biyalogorsky, Marco Bertini, and Oded Koenigsberg. "SenseAim Technologies: Pricing to Win." Harvard Business School Exercise 521-049, October 2020. (Revised February 2021.) View Details
• Ofek, Elie, Marco Bertini, Oded Koenigsberg, Elena Corsi, and Emer Moloney. "Holaluz: Taking on the Spanish Energy Market." Harvard Business School Case 521-045, November 2020. View Details
• Gourville, John T., and Marco Bertini. "Barceló Hotels and Resorts (A)." Harvard Business School Case 511-108, February 2011. View Details
• Gourville, John T., and Marco Bertini. "The London 2012 Olympic Games (TN)." Harvard Business School Teaching Note 511-027, August 2010. View Details
• Gourville, John T., and Marco Bertini. "The London 2012 Olympic Games." Harvard Business School Case 510-039, September 2009. (Revised May 2019.) View Details

Presentations

• Bertini, Marco, John T. Gourville, and Elie Ofek. "The Branding of Next Generation Products." Marketing Science Institute Report, 2007. View Details
• Bertini, Marco, Elie Ofek, and Dan Ariely. "To Add or Not to Add? The Effects of Add-ons on Product Evaluation." Paper presented at the INFORMS Marketing Science Conference, June 1, 2005. View Details
• Elberse, Anita, and Marco Bertini. "Marketing Sequels Of Creative Goods: The Case of Video Games." Paper presented at the INFORMS Marketing Science Conference, Rotterdam, June 2004. View Details

Other Publications and Materials

• Bertini, Marco, John T. Gourville, E. Ofek, and Jill Avery. "Branding Next-Generation Products." (Invited for resubmission to the Journal of Consumer Psychology.) View Details

Additional Information

• Marco Bertini website

Personal Websites

• Esade
• LinkedIn
• ResearchGate
• SSRN
• Stern Speakers