Learn More About Marco Bertini
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.
Bertini is a foremost authority on creating and sharing value with customers. For years, he has been teaching firms – including AT&T, H&M, Coca-Cola, Procter and Gamble, Fox Networks, Novartis and Boston Consulting Group where he previously served as Senior Advisor – how to capitalize on innovation and competitive advantage so they can 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.
In the Fall 2020 issue of MIT Sloan Management Review, Bertini and his co-author, London Business School marketing professor Oded Koenigsberg, unveiled their newest framework which outlines three powerful business models that escape the tyranny of traditional “make and sell” transactions. The article draws on the authors’ latest research presented in their book, “The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value” (MIT Press, September 2020) which explores how modern technology stimulates accountability, challenging organizations to succeed on the quality of the outcomes they deliver rather than the specific offerings they bring to market.
“The way we see it, ‘impact’ data – and the technologies that deliver and analyze it – is transforming corporate accountability for customer outcomes from a fashionable marketing slogan into a strategic imperative,” says Bertini, who cautions companies not to dismiss this idea as a passing trend.
The new framework puts customers right at the center and shows how firms can best expose untapped market potential and “capture the lion’s share of the resulting value” by competing increasingly on customer outcomes rather than products and services. The authors argue that, for example, paying by the pill, semester, food item, vehicle, or theater act is a poor proxy for the health, education, nutrition, transportation, and entertainment customers actually seek from their purchases, and that business models anchored on these “old-school” metrics open themselves up to disruption.
“This is really a story about technology,” says Bertini. “In the last ten years, market research has gone so far that we can now understand what, when and how customers are consuming and often what value they derive. This is an opportunity to flush out inefficiencies and significantly increase the value pie ultimately shared by customers and firms.”
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Marco Bertini has directly applied his methods as an advisor to leading companies such as ExxonMobil, IBM, Pfizer, P&G, Telenor, Vodafone, Young Presidents’ Organization and many others. His research 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, and Marketing Science. His work and commentary are often featured in top media including the BBC, Financial Times, Strategy+Business, The New York Times, and The Wall Street Journal.
Bertini received his doctorate from Harvard Business School and previously served on the faculty at London Business School. He has been nominated for the Business Professor of the Year award, a global competition held by The Economist Intelligence Unit, and recognized by the Marketing Science Institute as one of the most promising scholars in the field. Bertini was also named to the Thinkers 50 “Radar Thinker” list of the scholars “most likely to shape the future of how organizations are managed and led” in 2017.
Marco Bertini is available to advise your organization via virtual and in-person consulting meetings, interactive workshops and customized keynotes through the exclusive representation of Stern Speakers & Advisors, a division of Stern Strategy Group®.
Marco Bertini is available for interactive workshops based on his presentation topics. Workshops typically begin with a presentation, which Bertini then expands to include feedback and discussion with the audience. The specific format of a workshop varies based on the size and composition of the audience: a small, intimate group of senior executives engages freely with Bertini, asking any questions they desire and exploring specific aspects of the topic in greater depth, while larger groups experience a more structured exercise based on the subject. Each workshop is tailored to the sector and made relevant to the goals of the organization.