Many companies have a great brand, product or service but still struggle to convert it into revenue that can fund future innovations, repay investors, and support social and environmental initiatives. This is the type of challenge Esade professor and business strategist Marco Bertini helps companies tackle every day.
Marco is a foremost authority on creating and sharing value with customers. For years, he has been teaching firms – including the likes of AT&T, Coca-Cola, Procter and Gamble and Novartis – how to capitalize on innovation and competitive advantage so they can even more effectively generate revenue and build stronger brands. His unique frameworks and insights – a rare blend of economics and psychology, form the basis for sustainable organic growth at organizations struggling to realize the full value of their commercial efforts and customer relationships.
Marco Bertini is professor of marketing at Esade and a visiting professor in the marketing unit at Harvard Business School. He received his doctorate from Harvard Business School, and previously served on the faculty at London Business School.
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 co-author of the book “The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value”, 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 for the most part 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. His research and commentary are often featured in media outlets such as the BBC, Financial Times, Forbes, The New York Times and The Wall Street Journal.