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Publications

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    • All HBS Web  (105,534)
      • Faculty Publications  (80)

      Bertini, Marco Remove Bertini, Marco →

      Page 1 of 80 Results →
      • March 2022
      • Article

      Carbon Footprinting and Pricing under Climate Concerns

      By: Marco Bertini, Stefan Buehler, Daniel Halbheer and Don Lehmann
      This article studies how organizations should design a product by choosing the carbon footprint and price in a market with climate concerns. The authors first show how the cost and demand effects of reducing the product carbon footprint determine the profit-maximizing...  View Details
      Keywords: Carbon Footprint; Carbon Offsetting; Climate Impact; Net-zero Emissions; Pricing; Climate Change; Product Design; Price; Environmental Sustainability; Marketing
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      Bertini, Marco, Stefan Buehler, Daniel Halbheer, and Don Lehmann. "Carbon Footprinting and Pricing under Climate Concerns." Journal of Marketing 86, no. 2 (March 2022): 186–201.
      • October 2021 (Revised January 2022)
      • Case

      Project Maji: Pricing Water in Sub-Saharan Africa

      By: Elie Ofek, Marco Bertini, Dilyana Karadzhova Botha and Esel Çekin
      In July 2021, Sunil Lalvani, founder and CEO of Project Maji, a non-profit social enterprise headquartered in Dubai that had already provided sustainable, clean water solutions to 80,000 people living in rural communities across Ghana and Kenya, was facing an important...  View Details
      Keywords: Water; Pricing; Nonprofit Organizations; Projects; Price; Decision Making; Social Enterprise; Growth and Development Strategy; Equity; Green Technology; Social and Collaborative Networks; Africa; Dubai
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      Ofek, Elie, Marco Bertini, Dilyana Karadzhova Botha, and Esel Çekin. "Project Maji: Pricing Water in Sub-Saharan Africa." Harvard Business School Case 522-043, October 2021. (Revised January 2022.)
      • September–October 2017
      • Article

      When It's Time to Expand Beyond the Base

      By: Marco Bertini and Nader Tavassoli
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      Bertini, Marco, and Nader Tavassoli. "When It's Time to Expand Beyond the Base." Harvard Business Review 95, no. 5 (September–October 2017): 143–147.
      • September 2021 (Revised December 2021)
      • Case

      STARZPLAY: Shooting for the Stars

      By: Elie Ofek, Marco Bertini and Alpana Thapar
      In mid-2021, Maaz Sheikh, cofounder and CEO of STARZPLAY, a Dubai-based subscription video on demand (SVOD) provider that catered to the Middle East and North Africa region, was wrestling with how to find the right balance between continued subscriber growth and...  View Details
      Keywords: Pricing; Growth; Profitability; Subscription Business; Business Model Innovation; Fintech; Subscription; Performance Measurement; Promotions; International Marketing; Streaming; Competition; Marketing; Price; Strategy; Entrepreneurship; Performance; Measurement and Metrics; Business Model; Media and Broadcasting Industry; Middle East; North Africa
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      Ofek, Elie, Marco Bertini, and Alpana Thapar. "STARZPLAY: Shooting for the Stars." Harvard Business School Case 522-005, September 2021. (Revised December 2021.)
      • September 2021
      • Case

      Worldreader: Helping Readers Build a Better World

      By: Marco Bertini, Elie Ofek and Julia Kelley
      Founded in 2010, Worldreader was an international nonprofit organization that promoted reading to children around the world. For many years, Worldreader distributed e-readers to under-resourced communities and funded its operations primarily through philanthropic...  View Details
      Keywords: Subscription Model; Price; Financial Strategy; Education; Early Childhood Education; Learning; Geography; Geographic Scope; Global Range; Goals and Objectives; Marketing; Marketing Strategy; Markets; Organizations; Mission and Purpose; Social Enterprise; Non-Governmental Organizations; Nonprofit Organizations; Society; Social Issues; Strategy; Commercialization; Expansion; Segmentation; Education Industry; Africa; Asia; Latin America; Europe; North and Central America; South America
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      Bertini, Marco, Elie Ofek, and Julia Kelley. "Worldreader: Helping Readers Build a Better World." Harvard Business School Case 522-003, September 2021.
      • Fall 2021
      • Article

      Can We Afford Sustainable Business? Taking a Creative Approach to Pricing Can Benefit Society, the Environment—and Your Company

      By: Marco Bertini, John Pineda, Amadeus Petzke and Jean-Manuel Izaret
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      Bertini, Marco, John Pineda, Amadeus Petzke, and Jean-Manuel Izaret. "Can We Afford Sustainable Business? Taking a Creative Approach to Pricing Can Benefit Society, the Environment—and Your Company." MIT Sloan Management Review 63, no. 1 (Fall 2021).
      • Article

      The Pitfalls of Pricing Algorithms: Be Mindful of How They Can Hurt Your Brand

      By: Marco Bertini and Oded Koenigsberg
      More and more companies are relying on pricing algorithms to maximize profits. The use of artificial intelligence and machine learning enables real-time price adjustments based on supply and demand, competitors’ activities, delivery schedules, and so forth. But...  View Details
      Keywords: Algorithmic Pricing; Dynamic Pricing; Price; Change; Information Technology; Brands and Branding; Perception; Consumer Behavior
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      Bertini, Marco, and Oded Koenigsberg. "The Pitfalls of Pricing Algorithms: Be Mindful of How They Can Hurt Your Brand." Harvard Business Review 99, no. 5 (September–October 2021): 74–83.
      • 2021
      • Case

      NiPay's Pricing Conundrum

      By: Marco Bertini and Oded Koenigsberg
      NiPay is a software provider competing in the Nigerian business-to-business payments market. Founded by Idaku Ibrahim nearly 20 years ago, NiPay sells two products to retailers and other merchants, which enable individual shoppers to transact either online or via a...  View Details
      Keywords: Payment Systems; B2B; Pricing; Software; Marketing Strategy; Nigeria
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      Bertini, Marco, and Oded Koenigsberg. "NiPay's Pricing Conundrum." London Business School Case, 2021. Electronic.
      • 2021
      • Working Paper

      If Customer Relationships Matter, Why Do Businesses Play Tricks with Their Prices?

      By: Julia von Schuckmann, Marco Bertini and Ann Kronrod
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      von Schuckmann, Julia, Marco Bertini, and Ann Kronrod. "If Customer Relationships Matter, Why Do Businesses Play Tricks with Their Prices?" Working Paper, 2021.
      • 2021
      • Working Paper

      Does Cash Really Mean Trash? An Empirical Investigation into the Effect of Retailer Price Promotions on Household Food Waste

      By: Arjen van Lin, Aylin Aydinli, Marco Bertini, Erica van Herpen and Julia von Schuckmann
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      van Lin, Arjen, Aylin Aydinli, Marco Bertini, Erica van Herpen, and Julia von Schuckmann. "Does Cash Really Mean Trash? An Empirical Investigation into the Effect of Retailer Price Promotions on Household Food Waste." Working Paper, 2021.
      • 2021
      • Working Paper

      Pricing and Supply Chain Transparency to Conscientious Consumers

      By: Marco Bertini, Stefan Buehler and Daniel Halbheer
      Citation
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      Bertini, Marco, Stefan Buehler, and Daniel Halbheer. "Pricing and Supply Chain Transparency to Conscientious Consumers." Working Paper, 2021.
      • 2021
      • Working Paper

      The Situational Samaritan: How and Why Marketplace Conditions Shape Prosocial Consumer Behaviors

      By: Julia von Schuckmann, Lucia S.G. Barrios, Grant E. Donnelly and Marco Bertini
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      von Schuckmann, Julia, Lucia S.G. Barrios, Grant E. Donnelly, and Marco Bertini. "The Situational Samaritan: How and Why Marketplace Conditions Shape Prosocial Consumer Behaviors." Working Paper, 2021.
      • 2021
      • Working Paper

      Timing the Disclosure of Prices: Should Firms Delay the Inevitable?

      By: Diego Aparicio and Marco Bertini
      Citation
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      Aparicio, Diego, and Marco Bertini. "Timing the Disclosure of Prices: Should Firms Delay the Inevitable?" Working Paper, 2021.
      • June 2021
      • Teaching Note

      Pearson: Efficacy 2.0

      By: Elie Ofek and Marco Bertini
      Teaching Note for HBS Case No. 521-012.  View Details
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      Ofek, Elie, and Marco Bertini. "Pearson: Efficacy 2.0." Harvard Business School Teaching Note 521-115, June 2021.
      • February 2021
      • Teaching Note

      HP Instant Ink: (Self) Disrupting the Consumer Printing Market

      By: Elie Ofek and Marco Bertini
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      Ofek, Elie, and Marco Bertini. "HP Instant Ink: (Self) Disrupting the Consumer Printing Market." Harvard Business School Teaching Note 521-084, February 2021.
      • January 2021
      • Case

      Pearson: Efficacy 2.0

      By: Elie Ofek, Marco Bertini, Oded Koenigsberg and James Weber
      Pearson, which billed itself as the "world's learning company," faced a host of critical decisions in mid-2020. Several years prior, it had embarked on a new path that put the learner at the heart of the business and committed to a new strategic orientation. The new...  View Details
      Keywords: Efficacy; Learning; Outcome or Result; Measurement and Metrics; Brands and Branding; Marketing Communications; Strategic Planning; Education Industry
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      Ofek, Elie, Marco Bertini, Oded Koenigsberg, and James Weber. "Pearson: Efficacy 2.0." Harvard Business School Case 521-012, January 2021.
      • December 2020
      • Article

      Consumer Reactance to Promotional Favors

      By: Marco Bertini and Aylin Aydinli
      Promotional favors are an increasingly popular but seldom researched form of price promotion where the receipt of the saving by consumers depends on an action on their part that is nonmonetary in nature, such as completing a questionnaire, posting a review, or making a...  View Details
      Keywords: Promotional Favors; Conditional Discounts; Psychological Reactance; Price Promotions; Pricing; Marketing; Price; Consumer Behavior
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      Bertini, Marco, and Aylin Aydinli. "Consumer Reactance to Promotional Favors." Journal of Retailing 96, no. 4 (December 2020): 578–589.
      • November 2020
      • Case

      Holaluz: Taking on the Spanish Energy Market

      By: Elie Ofek, Marco Bertini, Oded Koenigsberg, Elena Corsi and Emer Moloney
      In 2020, the three cofounders of Holaluz, a newcomer to Spain’s electricity retail market, are preparing to launch a new offering: installing and managing solar panels on households' roofs at no extra cost for the consumer, who would still benefit from the energy...  View Details
      Keywords: Electricity; Solar Power; Subscription Business; Renewable Energy; Entrepreneurship; Service Delivery; Business Model; Product Launch; Marketing; Energy Industry; Spain
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      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.
      • October 2020 (Revised February 2021)
      • Exercise

      SenseAim Technologies: Pricing to Win

      By: Elie Ofek, Eyal Biyalogorsky, Marco Bertini and Oded Koenigsberg
      This exercise serves to help students understand the proper role and use of costs in a firm’s pricing decisions. The exercise is designed such that the learning of students evolves across a classroom session, starting from understanding which costs are relevant when...  View Details
      Keywords: Pricing Decisions; Cost; Information; Price; Decision Making
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      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.)
      • October 15, 2020
      • Article

      Selling Value, Not Subscriptions, Is the Future of Business

      By: Marco Bertini
      Citation
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      Bertini, Marco. "Selling Value, Not Subscriptions, Is the Future of Business." Forbes.com (October 15, 2020).
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