Marco Bertini

ESADE Business School

Associate Professor of Marketing Management

Avinguda de la Torre Blanca, 59

Sant Cugat del Vall├Ęs, 08172

Spain

SCHOLARLY PAPERS

34

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CITATIONS

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Scholarly Papers (34)

1.

Branding Next-Generation Products

Number of pages: 38 Posted: 18 Oct 2009
Marco Bertini, John T. Gourville and Elie Ofek
ESADE Business School, Harvard Business School and Harvard Business School - Marketing Unit
Downloads 399 (53,920)

Abstract:

Next-generation product innovation, brand name selection, branding, structural alignment theory, consumer inference

2.

Price and Quality Decisions by Self-Serving Managers

HEC Paris Research Paper No. MKG-2016-1142
Number of pages: 41 Posted: 16 Aug 2012 Last Revised: 08 Feb 2017
Marco Bertini, Daniel Halbheer and Oded Koenigsberg
ESADE Business School, HEC Paris - Marketing and London Business School - Department of Marketing
Downloads 136 (117,063)

Abstract:

causal reasoning, self-serving bias, managerial decision-making

3.

Putting Customer Back into Customization: A Pricing Intervention

Number of pages: 27 Posted: 29 May 2012 Last Revised: 17 Aug 2012
Marco Bertini and Luc Wathieu
ESADE Business School and Georgetown University McDonough School of Business
Downloads 100 (197,634)

Abstract:

product customization, pricing, starting prices, reference-dependence, consumer engagement

4.

A Novel Architecture to Monetize Digital Goods

Number of pages: 6 Posted: 25 Nov 2014 Last Revised: 26 Nov 2014
Richard Reisman and Marco Bertini
Teleshuttle Corporation and ESADE Business School
Downloads 50 (254,007)

Abstract:

Pricing, revenue models, digital marketing, monetization

5.

Cashback Is Cash Forward: Delaying a Discount to Encourage Further Spending

Number of pages: 51 Posted: 03 Apr 2015 Last Revised: 24 Aug 2016
Prasad Vana, Anja Lambrecht and Marco Bertini
London Business School, London Business School and ESADE Business School
Downloads 48 (171,592)

Abstract:

Cashback shopping, electronic commerce, sales promotion, pricing, affiliate marketing

6.

When the Name is the Game

Business Strategy Review, Vol. 22, Issue 3, pp. 50-55, 2011
Number of pages: 6 Posted: 29 Aug 2011
Marco Bertini, John T. Gourville and Elie Ofek
ESADE Business School, Harvard Business School and Harvard Business School - Marketing Unit
Downloads 7 (498,783)
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Abstract:

7.

Profiting When Customers Choose Value Over Price

Business Strategy Review, Vol. 22, Issue 1, pp. 46-49, 2011
Number of pages: 4 Posted: 29 Mar 2011
Andreas Hinterhuber and Marco Bertini
affiliation not provided to SSRN and ESADE Business School
Downloads 3 (521,101)
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Abstract:

8.

Price Wars and the Managers Who Start Them

Business Strategy Review, Vol. 25, Issue 4, pp. 52-55, 2014
Number of pages: 4 Posted: 25 Nov 2014
Marco Bertini
ESADE Business School
Downloads 1 (535,951)
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9.

The Right Price, at the Right Moment, to the Right Customer

Business Strategy Review, Vol. 24, Issue 1, pp. 49-53, 2013
Number of pages: 5 Posted: 16 Apr 2013
Tim Ham and Marco Bertini
affiliation not provided to SSRN and ESADE Business School
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Abstract:

10.

The Price of Olympic Success

Business Strategy Review, Vol. 23, Issue 2, pp. 43-47, 2012
Number of pages: 5 Posted: 16 Jun 2012
Marco Bertini and Stuart Crainer
ESADE Business School and London Business School
Downloads 1 (527,362)
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Abstract:

11.

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

Number of pages: 45 Posted: 06 Feb 2017
Ludwig Maximilian University of Munich - Faculty of Business Administration (Munich School of Management), University of California, Los Angeles (UCLA) - Anderson School of Management, ESADE Business School, University of Texas at Dallas - Naveen Jindal School of Management, Emory University - Department of Marketing, London Business School - Department of Marketing, University of Cambridge - Judge Business School, University of Alberta - Department of Marketing, Business Economics & Law, University of Frankfurt - Department of Marketing and Cornell University - Samuel Curtis Johnson Graduate School of Management
Downloads 0 (333,940)

Abstract:

Pay What You Want, Name Your Own Price, Charity Auctions, Outcome and process satisfaction, consumer behavior

12.

Consumer Reactance to Conditional Discounts

Number of pages: 41 Posted: 05 Jul 2016 Last Revised: 10 Mar 2017
Marco Bertini and Aylin Aydinli
ESADE Business School and VU University Amsterdam
Downloads 0 (343,249)

Abstract:

conditional discounts, psychological reactance, consumer spending, sales promotion, pricing

13.

Can One Business Unit Have Two Revenue Models?

Harvard Business Review, Vol. 93, No. 3, 2015
Posted: 21 Feb 2015
Marco Bertini and Nader T. T. Tavassoli
ESADE Business School and London Business School - Department of Marketing

Abstract:

Pricing, revenue models, competitive strategy

14.

Revenue Model Innovation at Roche Diagnostics

London Business School Case Study No. 13-015
Posted: 20 Nov 2013
Marco Bertini and Nader T. T. Tavassoli
ESADE Business School and London Business School - Department of Marketing

Abstract:

Pricing, revenue models

15.

When Customers Help Set Prices

MIT Sloan Management Review, Vol. 55, Issue 4, pp. 57-64, 2014
Posted: 24 Apr 2013 Last Revised: 26 Jun 2014
Marco Bertini and Oded Koenigsberg
ESADE Business School and London Business School - Department of Marketing

Abstract:

pricing, marketing strategy, business-process outsourcing, price discrimination

16.

Pricing to Create Shared Value

Harvard Business Review, Vol. 90, No. 6, 2012
Posted: 16 Aug 2012
Marco Bertini and John T. Gourville
ESADE Business School and Harvard Business School

Abstract:

pricing, shared value, London 2012 Olympic Games

17.

New Pricing Scheme Backfires

The Financial Times, 7 May 2012
Posted: 16 Aug 2012
Marco Bertini and Nader T. T. Tavassoli
ESADE Business School and London Business School - Department of Marketing

Abstract:

pricing, branding, sports marketing

18.

Do Social Deal Sites Really Work?

Harvard Business Review, Vol. 90, No. 5, 2012
Posted: 16 Aug 2012 Last Revised: 20 Feb 2015
ESADE Business School, Georgetown University McDonough School of Business, Georgetown University - Robert Emmett McDonough School of Business and Harvard Business School - Marketing Unit

Abstract:

pricing, e-commerce, social couponing

19.

Barcelo Hotels and Resorts (A)

Harvard Business School Marketing Unit Case No. 511-108
Posted: 13 Mar 2012
John T. Gourville and Marco Bertini
Harvard Business School and ESADE Business School

Abstract:

20.

The Perils of Popularity

Business Strategy Review, Vol. 23, Issue 1, pp. 51-55, 2012
Number of pages: 5 Posted: 07 Mar 2012
Marco Bertini and Ricardo Cabornero
ESADE Business School and affiliation not provided to SSRN
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Abstract:

21.

Price Promotion for Emotional Impact

Journal of Marketing, Vol. 78, No. 4, 2014
Posted: 23 Jul 2011 Last Revised: 25 Jul 2014
Aylin Aydinli, Marco Bertini and Anja Lambrecht
VU University Amsterdam, ESADE Business School and London Business School

Abstract:

Price promotion, pricing, dual-system theories, product choice, asymmetric brand switching

22.

Time for a Unified Campaign?

Harvard Business Review, Vol. 89, No. 6, 2011
Posted: 18 May 2011
Marco Bertini and John T. Gourville
ESADE Business School and Harvard Business School

Abstract:

Pricing, price promotion, centralization

23.

The Best Way to Name Your Product 2.0

Harvard Business Review, Vol. 89, No. 5, 2011
Posted: 26 Apr 2011
Marco Bertini, John T. Gourville and Elie Ofek
ESADE Business School, Harvard Business School and Harvard Business School - Marketing Unit

Abstract:

Branding, product innovation

24.

Global Graphics: Pricing in a New Market

London Business School Case Study No. CS-10-014, ECCH Case Study
Posted: 26 Jun 2010
Marco Bertini
ESADE Business School

Abstract:

pricing strategy, market entry, non-linear pricing, new product development

25.

The Upstart's Assault

Harvard Business Review, Vol. 88, No. 7, 2010
Posted: 26 Jun 2010
Marco Bertini and Nirmalya Kumar
ESADE Business School and London Business School, Department of Marketing

Abstract:

pricing, commoditization, price competition, customer orientation

26.

How to Stop Customers from Fixating on Price

Harvard Business Review, Vol. 88, No. 5, 2010
Posted: 23 Apr 2010
Marco Bertini and Luc Wathieu
ESADE Business School and Georgetown University McDonough School of Business

Abstract:

pricing, product differentiation, marketing strategy, consumer behavior, commoditization, price competition

27.

Money, Time, and the Stability of Consumer Preferences

Journal of Marketing Research, Vol. 52, No. 2, 2015
Posted: 26 Jan 2010 Last Revised: 31 Mar 2015
Columbia Business School - Marketing, Singapore Management University - Lee Kong Chian School of Business, ESADE Business School, University of Pennsylvania - Marketing Department and Duke University - Fuqua School of Business

Abstract:

Money versus time, dual-process models, affect, consumer choice, preference consistency

28.

The Discriminating Consumer: Product Proliferation and Willingness to Pay for Quality

Journal of Marketing Research, Vol. 49, No. 1, 2012
Posted: 21 Jan 2010 Last Revised: 17 Aug 2012
Marco Bertini, Luc Wathieu and Sheena S. Iyengar
ESADE Business School, Georgetown University McDonough School of Business and Columbia Business School - Management Division

Abstract:

Product Proliferation, Consumer Inference, Price-Quality Trade-Offs, Willingness to Pay, Behavioral Eonomics

29.

BT Business: Responding to 'Free Forever'

London Business School Case Study No. 08-041, ECCH Case Study No. 509-036-1
Posted: 29 Nov 2009 Last Revised: 25 Jun 2010
Marco Bertini and Nirmalya Kumar
ESADE Business School and London Business School, Department of Marketing

Abstract:

30.

Viagogo (A) and (B)

London Business School Case Studies No. 08-039 and 08-040-1, ECCH Case Studies No. 508-110-1 and 508-111-1
Posted: 15 Oct 2009 Last Revised: 25 Jun 2010
Marco Bertini
ESADE Business School

Abstract:

31.

Price as a Stimulus to Think: The Case for Willful Overpricing

Marketing Science, Vol. 26, No. 1, 2007
Posted: 14 Oct 2009 Last Revised: 16 Aug 2012
Luc Wathieu and Marco Bertini
Georgetown University McDonough School of Business and ESADE Business School

Abstract:

product differentiation, marketing strategy, consumer behavior, pricing, cost of thinking, entry decision, consumer empowerment

32.

The Impact of Add-On Features on Consumer Product Evaluations

Journal of Consumer Research, Vol. 36, No. 1, 2009
Posted: 14 Oct 2009 Last Revised: 25 Jun 2010
Marco Bertini, Elie Ofek and Dan Ariely
ESADE Business School, Harvard Business School - Marketing Unit and Duke University - Fuqua School of Business

Abstract:

Add-Ons, product design, consumer inference, structural alignment, price discrimination

33.

Attention Arousal through Price Partitioning

Marketing Science, Vol. 27, No. 2, 2008
Posted: 13 Oct 2009 Last Revised: 27 Mar 2012
Marco Bertini and Luc Wathieu
ESADE Business School and Georgetown University McDonough School of Business

Abstract:

Consumer behavior, pricing, price partitioning, attention, information processing, framing effects, multi-attribute utility

34.

The London 2012 Olympic Games

HBS Case No. 510-039, Harvard Business School Marketing Unit
Posted: 30 Sep 2009 Last Revised: 25 Jun 2010
John T. Gourville and Marco Bertini
Harvard Business School and ESADE Business School

Abstract: