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• Marco Bertini

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Posts

Case studies

• Revenue Model Innovation at Roche Diagnostics
• What’s the Deal with LivingSocial?
• Barceló Hotels and Resorts (A)
• Global Graphics: Pricing in a New Market
• The London 2012 Olympic Games
• BT Business: Responding to ‘Free Forever‘
• Viagogo (A) (B)

Ideas

• When Selling Digital Content, Let the Customer Set the Price
• Holiday Discounts Are a Dangerous Drug
• Pricing Lessons from the London Olympics
• Case Study: New Pricing Scheme Backfires
• Price Wars and the Managers Who Start Them
• Tips for 2012
• Choice Helps High-End Products, Hurts Low-End Products
• Pricing the Priceless

Published

• Beyond Posted Prices: The Past, Present, and Future of Participative Pricing Mechanisms
• Money, Time, and the Stability of Consumer Preferences
• Price Promotion for Emotional Impact
• Cashback is Cash Forward: Delaying a Discount to Entice Future Spending
• The Discriminating Consumer: Product Proliferation and Willingness to Pay for Quality
• The Impact of Add-On Features on Consumer Product Evaluations
• Attention Arousal through Price Partitioning
• Price as a Stimulus to Think: The Case for Willful Overpricing

Published

• When It’s Time to Expand Beyond the Base
• Put the Customers’ Money Where Your Mouth Is
• A Novel Architecture to Monetize Digital Offerings
• Can one business unit have two revenue models?
• Price Wars and the Managers Who Start Them
• When Customers Help Set Prices
• The Right Price, at the Right Moment, to the Right Customer
• The Price of Olympic Success
• Pricing to Create Shared Value
• The Perils of Popularity
• Do Social Deal Sites Really Work?
• When the Name Is the Game
• Profiting When Customers Choose Value over Price
• The Best Way to Name Your Product 2.0
• The Upstart’s Assault
• How to Stop Customers from Fixating on Price
• Time for a Unified Campaign?

Research for academia

• Consumer Resistance
• Price and Quality Decisions by Self-Serving Managers
• When Discounting Backfires: Promotional Favors and Consumer Spending
• Putting Customer Back into Customization: A Pricing Intervention
• Self-Serving Behavior in Price-Quality Competition
• Price Promotion for Emotional Impact
• Starting Prices and Consumer Sensitivity to Customization
• The Branding of Next-Generation Products

Research for practice

Research reports

Sin categoría

• The Upstart’s Assault

Topics

• The elephant in the boardroom
• A better harvest
• The digital revolution comes to pricing
• The ends game
• The price is right!
• $$$elling value to customers
• Anchors, nudges and charms: the psychology of price
• It takes 3 to tango
• One size does not fit all
• The promotion of things
• Brand, price and the customer relationship
• Asking about price
• Housekeeping

Work in progress