I am Professor of Marketing at Esade, co-founder of the school’s Institute for Data-Driven Decisions, and previously served as department chair. I completed my doctoral studies at Harvard Business School, and was on the faculty at London Business School before moving back to Barcelona.

I am co-author of the book The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value, MIT Press, which explores how modern technology stimulates accountability, challenging organisations to succeed from the quality of the outcomes they deliver rather than the offerings they bring to market. The remainder of my research, which for the most part lies at the interface of the economics and psychology of pricing decisions, appears in the leading scholarly journals for marketing science and magazines for management practice.

My coaching, speaking and advisory work similarly focus on the challenge of designing and implementing efficient pricing policies—the “back end” of an organisation’s relationship with its customers, if you will. Recently, I was named to the Thinkers50 Radar, a shortlist of the scholars “most likely to shape the future of how organisations are managed and led.” Prior to this, I was nominated for the Business Professor of the Year Award, a global competition of the Economist Intelligence Unit, and recognised by the Marketing Science Institute as one of the most promising scholars in the field.

I am Italian, but grew up in Australia and subsequently lived in Spain, the United States, the United Kingdom and now back in Spain.