Marco Bertini

ESADE - Ramon Llull University

Associate Professor of Marketing

Avinguda de la Torre Blanca, 59

Sant Cugat del Vallès, 08172

Spain

SCHOLARLY PAPERS

38

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Scholarly Papers (38)

1.

Branding Next-Generation Products

Number of pages: 38 Posted: 18 Oct 2009
Marco Bertini, John T. Gourville and Elie Ofek
ESADE - Ramon Llull University, Harvard Business School and Harvard Business School - Marketing Unit
Downloads 459 (61,721)

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

2.

A Novel Architecture to Monetize Digital Offerings

Journal of Revenue and Pricing Management, 17(6), 453-8.
Number of pages: 6 Posted: 25 Nov 2014 Last Revised: 17 Jul 2019
Richard Reisman and Marco Bertini
Teleshuttle Corporation and ESADE - Ramon Llull University
Downloads 135 (213,110)
Citation 1

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Pricing, electronic commerce, revenue models, digital goods, price discrimination

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 - Ramon Llull University and Georgetown University McDonough School of Business
Downloads 128 (222,192)
Citation 1

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

4.

Consumer Resistance

HEC Paris Research Paper No. MKG-2018-1251
Number of pages: 30 Posted: 12 Feb 2018 Last Revised: 22 Jun 2018
Marco Bertini, Stefan Buehler and Daniel Halbheer
ESADE - Ramon Llull University, University of St. Gallen - SEPS: Economics and Political Sciences and HEC Paris - Marketing
Downloads 93 (280,003)

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Reference-dependent preferences, fairness, pricing, cost communication, operational transparency

5.

Consumer Reactance to Promotional Favors

Number of pages: 51 Posted: 05 Jul 2016 Last Revised: 14 Jan 2019
Marco Bertini and Aylin Aydinli
ESADE - Ramon Llull University and VU Amsterdam
Downloads 86 (292,296)
Citation 1

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Promotional favors, conditional discounts, psychological reactance, price promotion, pricing

6.

Carbon Footprinting and Pricing Under Climate Concerns

HEC Paris Research Paper No. MKG-2019-1344
Number of pages: 28 Posted: 30 Jun 2019 Last Revised: 03 Jul 2019
ESADE - Ramon Llull University, University of St. Gallen - SEPS: Economics and Political Sciences, HEC Paris - Marketing and Columbia Business School - Marketing
Downloads 20 (522,565)

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Green marketing, product design, organizational carbon footprint, carbon regulation

7.

Beyond the Here and Now: A Conversation Theoretical Perspective on Price Communication

Number of pages: 39 Posted: 17 Jul 2019
Julia von Schuckmann, Marco Bertini and Ann Kronrod
ESADE - Ramon Llull University, ESADE - Ramon Llull University and Manning School of Business, University of Massachusetts, Lowell
Downloads 9 (589,451)

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price communication, relationship marketing, conversation theory, behavioral pricing

8.

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 - Ramon Llull University, Harvard Business School and Harvard Business School - Marketing Unit
Downloads 8 (595,918)
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9.

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 - Ramon Llull University
Downloads 4 (622,743)
Citation 1
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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 - Ramon Llull University and London Business School
Downloads 2 (640,469)
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11.

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 - Ramon Llull University
Downloads 1 (652,918)
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12.

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 - Ramon Llull University
Downloads 1 (652,918)
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13.

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 - Ramon Llull University and affiliation not provided to SSRN
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14.

When It's Time to Expand beyond the Base

Harvard Business Review, Vol. 95, No. 5, 2017
Posted: 26 Aug 2017
Marco Bertini and Nader T. T. Tavassoli
ESADE - Ramon Llull University and London Business School - Department of Marketing

Abstract:

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Pricing, Brand Management, Customer Relationship Management, Marketing Strategy

15.

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

Forthcoming in Customer Needs and Solutions
Posted: 06 Feb 2017 Last Revised: 29 Nov 2017
Ludwig Maximilian University of Munich (LMU) - Faculty of Business Administration (Munich School of Management), University of California, Los Angeles (UCLA) - Anderson School of Management, ESADE - Ramon Llull University, University of Texas at Dallas - Naveen Jindal School of Management, Emory University - Department of Marketing, London Business School - Department of Marketing, University of Cambridge - Cambridge Judge Business School, University of Queensland - Business School, University of Frankfurt - Department of Marketing and Cornell University - Samuel Curtis Johnson Graduate School of Management

Abstract:

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

16.

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

Journal of Marketing Research, Vol. 55, No. 6, 2018
Posted: 03 Apr 2015 Last Revised: 17 Jul 2019
Prasad Vana, Anja Lambrecht and Marco Bertini
Tuck School of Business at Dartmouth, London Business School and ESADE - Ramon Llull University

Abstract:

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Cashback shopping, electronic commerce, sales promotion, pricing

17.

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 - Ramon Llull University and London Business School - Department of Marketing

Abstract:

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Pricing, revenue models, competitive strategy

18.

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 - Ramon Llull University and London Business School - Department of Marketing

Abstract:

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Pricing, revenue models

19.

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 - Ramon Llull University and London Business School - Department of Marketing

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

20.

Price and Quality Decisions by Self-Serving Managers

International Journal of Research in Marketing, Forthcoming
Posted: 16 Aug 2012 Last Revised: 11 Sep 2019
Marco Bertini, Daniel Halbheer and Oded Koenigsberg
ESADE - Ramon Llull University, HEC Paris - Marketing and London Business School - Department of Marketing

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Causal reasoning, self-serving bias, strategic orientation, managerial decision-making

21.

Pricing to Create Shared Value

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

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pricing, shared value, London 2012 Olympic Games

22.

Do Social Deal Sites Really Work?

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

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pricing, e-commerce, social couponing

23.

New Pricing Scheme Backfires

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

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pricing, branding, sports marketing

24.

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 - Ramon Llull University

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25.

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 Amsterdam, ESADE - Ramon Llull University and London Business School

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

26.

Time for a Unified Campaign?

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

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Pricing, price promotion, centralization

27.

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 - Ramon Llull University, Harvard Business School and Harvard Business School - Marketing Unit

Abstract:

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Branding, product innovation

28.

The Upstart's Assault

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

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pricing, commoditization, price competition, customer orientation

29.

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 - Ramon Llull University

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

30.

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 - Ramon Llull University and Georgetown University McDonough School of Business

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

31.

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 - Ramon Llull University, Yale and Duke University - Fuqua School of Business

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

32.

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 - Ramon Llull University, Georgetown University McDonough School of Business and Columbia Business School - Management Division

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

33.

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 - Ramon Llull University and London Business School, Department of Marketing

Abstract:

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34.

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 - Ramon Llull University

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35.

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 - Ramon Llull University

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

36.

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 - Ramon Llull University, Harvard Business School - Marketing Unit and Duke University - Fuqua School of Business

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

37.

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 - Ramon Llull University and Georgetown University McDonough School of Business

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

38.

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 - Ramon Llull University

Abstract:

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Other Papers (1)

Total Downloads: 4
1.

Put the Customers' Money Where Your Mouth is

In Crainer, S. and D. Dearlove, "Dear CEO: 50 Personal Letters from the World’s Leading Business Thinkers," London: Bloomsbury
Number of pages: 3 Posted: 30 Aug 2017
Marco Bertini
ESADE - Ramon Llull University
Downloads 4

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