Pricing and Selling Value: Marco Bertini, Harvard and Esade Professor

Marco Bertini is rewriting the rules of commerce. Instead of selling the “means” (products and services), he believes companies should adopt innovative revenue models to pursue the “ends” (actual outcomes). The key: reflect the value that customers actually derive from their purchases and ditch all revenue models anchored on the ownership of products. Marco Bertini is a professor of marketing at Esade and a visiting professor at the Harvard Business School.