Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
  • Research
    • Research
    • Publications
    • Global Research Centers
    • Case Development
    • Initiatives & Projects
    • Research Services
    • Seminars & Conferences
    →
  • Publications→

Publications

Publications

Filter Results : (28) Arrow Down
Filter Results : (28) Arrow Down Arrow Up

Show Results For

  • All HBS Web  (120,714)
    • Faculty Publications  (28)

    Show Results For

    • All HBS Web  (120,714)
      • Faculty Publications  (28)

      Bertini, Marco Remove Bertini, Marco →

      Page 1 of 28 Results →
      • February 2021
      • Teaching Note

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

      By: Elie Ofek and Marco Bertini
      Citation
      Purchase
      Related
      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, that 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
      Citation
      Educators
      Purchase
      Related
      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
      Citation
      Find at Harvard
      Related
      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
      Citation
      Educators
      Purchase
      Related
      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.
      • November 2020 (Revised February 2021)
      • Case

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

      By: Elie Ofek, Marco Bertini, Oded Koenigsberg and George Gonzalez
      Seeking to disrupt the consumer printing market (before being disrupted by others), and in response to customer pain points, in 2013 HP Inc. launched an ink replenishment service called Instant Ink, where customers pay a monthly subscription fee based on the number of...  View Details
      Keywords: Printing; Ink; Subscription Model; Customers; Hardware; Service Delivery; Business Model; Disruption; Growth And Development Strategy
      Citation
      Educators
      Purchase
      Related
      Ofek, Elie, Marco Bertini, Oded Koenigsberg, and George Gonzalez. "HP Instant Ink: (Self) Disrupting the Consumer Printing Market." Harvard Business School Case 521-016, November 2020. (Revised February 2021.)
      • 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
      Citation
      Purchase
      Related
      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.)
      • 2020
      • Book

      The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value

      By: Marco Bertini and Oded Koenigsberg
      How some firms are rewriting the rules of commerce by pursuing “ends”—actual outcomes—rather than selling “means”—their products and services.  View Details
      Keywords: Commerce; Business Model; Design; Customer Relationship Management; Strategy
      Citation
      Purchase
      Related
      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.
      • Fall 2020
      • Article

      Competing on Customer Outcomes

      By: Marco Bertini and Oded Koenigsberg
      Customers ultimately want to pay for meaningful outcomes, not the products and services that presumably deliver them. Today, companies can be increasingly accountable for those outcomes with three kinds of technologically-enhanced revenue models. Adopt one to better...  View Details
      Keywords: Market Positioning; Revenue Strategy; Customer Satisfaction; Marketing Strategy; Business Model; Value Creation
      Citation
      Find at Harvard
      Register to Read
      Related
      Bertini, Marco, and Oded Koenigsberg. "Competing on Customer Outcomes." MIT Sloan Management Review 62, no. 1 (Fall 2020).
      • Article

      Price and Quality Decisions by Self-Serving Managers

      By: Marco Bertini, Daniel Halbheer and Oded Koenigsberg
      We present a theory of price and quality decisions by managers who are self-serving. In the theory, firms stress the price or quality of their products, but not both. Accounting for this, managers exploit any uncertainty about the cause of market outcomes to credit...  View Details
      Keywords: Causal Reasoning; Self-serving Bias; Strategic Orientation; Managerial Decision-making; Price; Quality; Decision Making; Theory
      Citation
      Find at Harvard
      Related
      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.
      • December 2018
      • Article

      Cashback is Cash Forward: Delaying a Discount to Entice Future Spending

      By: Prasad Vana, Anja Lambrecht and Marco Bertini
      Citation
      Find at Harvard
      Related
      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.
      • March 2018
      • Article

      Beyond Posted Prices: The Past, Present, and Future of Participative Pricing Mechanisms

      By: Martin Spann, Robert Zeithammer, Marco Bertini, Ernan Haruvy, Sandy Jap, Oded Koenigsberg, Vincent Mak, Peter Popkowski Leszczyc, Bernd Skiera and Manoj Thomas
      Citation
      Find at Harvard
      Related
      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.
      • 2013
      • Other Unpublished Work

      Branding Next-Generation Products

      By: Marco Bertini, John T. Gourville, E. Ofek and Jill Avery
      We study the effect of brand name selection on consumer evaluations of next-generation products. In four experiments, participants evaluated next-generation offerings whose brand names either continued or interrupted existing naming sequences. The first results show...  View Details
      Keywords: Brand Management; Brand Positioning; Next-generation Products; Marketing; Brands And Branding; Marketing Strategy; Consumer Behavior; Consumer Products Industry; Electronics Industry; Video Game Industry
      Citation
      Related
      Bertini, Marco, John T. Gourville, E. Ofek, and Jill Avery. "Branding Next-Generation Products." (Invited for resubmission to the Journal of Consumer Psychology.)
      • June 2012
      • Article

      Pricing to Create Shared Value

      By: Marco Bertini and John T. Gourville
      Many companies are in competition with their customers to extract as much value as possible from every transaction. Pricing is their weapon of choice, and consumers fight back by rooting out and disseminating pricing policies that seem unfair. The problem is that...  View Details
      Keywords: Pricing; Marketing Strategy; Price; Customer Focus And Relationships; Customer Relationship Management; Value Creation; Fairness
      Citation
      Find at Harvard
      Read Now
      Related
      Bertini, Marco, and John T. Gourville. "Pricing to Create Shared Value." Harvard Business Review 90, no. 6 (June 2012): 96–104.
      • June 2011
      • Article

      Time for a Unified Campaign?

      By: Marco Bertini and John T. Gourville
      Citation
      Find at Harvard
      Related
      Bertini, Marco, and John T. Gourville. "Time for a Unified Campaign?" Harvard Business Review 89, no. 6 (June 2011).
      • May 2011
      • Article

      The Best Way to Name Your Product 2.0

      By: Marco Bertini, John Gourville and Elie Ofek
      Although there's ample research to guide marketers in naming new products, little of it has addressed follow-on offerings, even though these make up the bulk of new products in many industries. Companies have two basic strategies to choose from. They can stick with a...  View Details
      Keywords: Product Development; Management; Brands And Branding; Strategy
      Citation
      Find at Harvard
      Register to Read
      Related
      Bertini, Marco, John Gourville, and Elie Ofek. "The Best Way to Name Your Product 2.0." Harvard Business Review 89, no. 5 (May 2011).
      • February 2011
      • Case

      Barceló Hotels and Resorts (A)

      By: John T. Gourville and Marco Bertini
      Barcelo Hotels and Resorts must decide whether to allow its many hotels to continue to undertake separate promotional campaigns or to run, for the first time, a broad corporate-level promotion. Complicating the decision is the fact that the many hotels in its portfolio...  View Details
      Keywords: Brand Management; Sales Promotions; Brands And Branding; Price; Strategy; Corporate Strategy; Accommodations Industry
      Citation
      Educators
      Purchase
      Related
      Gourville, John T., and Marco Bertini. "Barceló Hotels and Resorts (A)." Harvard Business School Case 511-108, February 2011.
      • Article

      When the Name Is the Game

      By: Marco Bertini, John Gourville and Elie Ofek
      In Romeo and Juliet, the fair maiden asks, "What's in a name?" When it comes to marketing next-generation products for the global marketplace, we have done extensive research and found that names can play an enormous role in a product's success.  View Details
      Keywords: Next-generation Products; Product Development; Brands And Branding; Marketing; Global Range
      Citation
      Find at Harvard
      Related
      Bertini, Marco, John Gourville, and Elie Ofek. "When the Name Is the Game." Business Strategy Review 22, no. 3 (Fall 2011): 50–55.
      • August 2010
      • Teaching Note

      The London 2012 Olympic Games (TN)

      By: John T. Gourville and Marco Bertini
      Teaching Note for 510039.  View Details
      Citation
      Purchase
      Related
      Gourville, John T., and Marco Bertini. "The London 2012 Olympic Games (TN)." Harvard Business School Teaching Note 511-027, August 2010.
      • September 2009 (Revised May 2019)
      • Case

      The London 2012 Olympic Games

      By: John T. Gourville and Marco Bertini
      It's 2009 and Paul Williamson, Head of Ticketing, must finalize ticket prices for the 2012 London Olympic Games. Yet, there are many criteria to consider. First, given the importance of ticketing to the Games' bottom line, he has a strong incentive to maximize...  View Details
      Keywords: Pricing; Customer Satisfaction; Price; Strategy; Profit; Revenue; Sales; Sports Industry; London
      Citation
      Educators
      Purchase
      Related
      Gourville, John T., and Marco Bertini. "The London 2012 Olympic Games." Harvard Business School Case 510-039, September 2009. (Revised May 2019.)
      • June 2009
      • Article

      The Impact of Add-On Features on Consumer Product Evaluations

      By: Marco Bertini, Elie Ofek and Dan Ariely
      Citation
      Find at Harvard
      Related
      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.
      • 1
      • 2
      • →
      ǁ
      Campus Map
      Harvard Business School
      Soldiers Field
      Boston, MA 02163
      →Map & Directions
      →More Contact Information
      • Make a Gift
      • Site Map
      • Jobs
      • Harvard University
      • Trademarks
      • Policies
      • Digital Accessibility
      Copyright © President & Fellows of Harvard College