Professorat i Investigació
Directori
Bertini, Marco
Professor ordinari, Departament de Màrqueting a
Esade
Catedràtic URL
Director Open Enrollment, Dirección Open Programs
Formació acadèmica
- Doctor of Business Administration.
- Master of Business Administration.
- B. Comm. (Economics and Commerce). University of Melbourne
- B. A. (Political Science). University of Melbourne
Biografia
Marco Bertini és professor titular i director del Departament de Direcció de Màrqueting
d¿ESADE. És considerat un dels principals experts en el tema de la monetització.És
doctor en Administració d¿Empreses per la Harvard Business School, té un MBA de IESE
Business School i titulacions universitàries en Lletres Política i Estudis Internacionals
i Comerç Ciències Econòmiques per la Universitat de Melbourne. La seva recerca, que
investiga la psicologia de les decisions de fixació de preus, apareix publicada en
les principals revistes destinades als experts en màrqueting Journal of Consumer Research,
Journal of Marketing, Journal of Marketing Research i Marketing Science i als professionals
de la gestió Harvard Business Review i MIT Sloan Management Review. Els seus treballs
s¿esmenten sovint a la premsa escrita i a la televisió, com ara a la BBC, a Bloomberg
BusinessWeek, al Financial Times, a The Times i al Wall Street Journal.L¿any 2012,
fou nominat per al premi Business Professor of the Year, una competició global administrada
per la Unitat d¿Intel.ligència de The Economist, i el 2013 fou reconegut pel Marketing
Science Institute dels Estats Units com un dels investigadors més prometedors en la
seva disciplina, com a part del seu programa biennal Young Scholars. Abans d¿incorporar-se
a ESADE, fou membre del claustre de la London Business School durant vuit anys, com
a docent dels seus programes MBA i Executive MBA, i d¿un gran ventall de cursos oberts
i a mida adreçats a professionals sènior. També ha col.laborat amb diverses institucions
acadèmiques Europees IESE, INSEAD, SDA Bocconi, la Judge Business School de la Universitat
de Cambridge i la Saïd Business School de la Universitat d¿Oxford, els Estats Units
la Columbia Business School i Àsia la China Europe International Business School.
És ponent de referència en temes relacionats amb la monetització i entre els seus
clients corporatius hi ha des de start-ups emprenedores fins a empreses del Global
Fortune 500, organitzacions sense finalitat de lucre i governs. És membre de diverses
associacions acadèmiques i institucions de fixació de preus, i del comitè d¿enllaç
del Chief Marketing Officer Council.Va néixer a Itàlia i ha viscut a Austràlia, als
Estats Units, al Regne Unit i ara a Espanya. Per a més informació, visiteu www.marcobertini.com.
Publicacions destacades
- Bertini, M., Aparicio, D. & Aydinli, A. (2024). Can Friction Improve Your Customers' Experiences?. MIT Sloan Management Review, 65 (2), pp. 42-47.
- Bertini, M., Izaret, J. & Hutchinson, R. (2024). Should Your Nonprofit Charge Its Beneficiaries. Harvard Business Review, 2024 January-February, pp. 90-97.
- 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.
- Lellouche Tordjman, K. & Bertini, M. (2023, March). High-Tech Touchpoints Are Changing Customer Experience [Online forum post].
- 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., Lefort, A. & Lobb, A. (2022, October). Pricing at Echosec Systems [Case study].
- Bertini, M. (2022, August). Joy4Home brands: Pricing matters [Case study].
- Bertini, M. (2022, June). Dollar Tree: Breaking the buck [Case study].
- 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 (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.