Publications

July 2020 (Revised November 2020)
Case

Pricing at Netflix

By: Elie Ofek, Marco Bertini, Oded Koenigsberg and Amy Klopfenstein

Since its launch in 1998 as “the Amazon.com of DVDs,” Netflix had evolved from a DVD rental company to a video streaming platform and producer of original films and television shows. As the company matured, it regularly increased prices and adjusted its product... View Details

October 2018 (Revised July 2023)
Case

The Boston Beer Company (A): New CEO

By: Christina R. Wing and Marco Iansiti

In 1984, when the Boston Beer Company’s Samuel Adams Boston Lager was first sold, founder Jim Koch had helped ignite a craft beer movement by making small-batch premium beers in an era of industry consolidation. By 2018, Boston Beer was a publicly traded company that... View Details

Keywords: Beer/brewing Industry; Succession; Leadership; Change; Supply Chain; Change Management; Entrepreneurship; Supply Chain Management; Management Succession; Food and Beverage Industry; United States; Boston

2020
Working Paper

Design in the Age of Artificial Intelligence

By: Roberto Verganti, Luca Vendraminelli and Marco Iansiti

Artificial Intelligence (AI) is affecting the scenario in which innovation takes place. What are the implications for our understanding of design? Is AI just another digital technology that, akin to many others, will not significantly question what we know about... View Details

Keywords: Artificial Intelligence; Design Thinking; Technological Innovation; Design; Change; Theory; AI and Machine Learning

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Strategy - Faculty & Research

novel methodology that benchmarks a firm’s spatial footprint against that of comparable stand-alone firms, yielding a firm-level measure of internal agglomeration. Applied across sectors of the U.S. economy, the approach reveals that internal agglomeration is... View Details

August 2019 (Revised April 2021)
Case

Zillow Offers: Winning Online Real Estate 2.0

By: Luis Viceira, Marco Di Maggio and Allison Ciechanover

Founded in 2005, Zillow had become the leading online real estate and home-related marketplace. The brand was recognized as a trusted resource for players in the real estate market, providing information and transparency on home prices. Revenue, which was historically... View Details

Keywords: Real Estate; Corporate Culture; Intermediation; Brokerage; Startup; Evaluating Business Investments; Property; Information Technology; Business Model; Expansion; Business Startups; Real Estate Industry; Media and Broadcasting Industry; United States

Web

Latin America - Global

competitiveness. Participants also identified a significant gap between corporate skill demands and academia, calling for greater collaboration between the private and public sectors with educational institutions to develop relevant curricula. Throughout this event led... View Details

2020
Book

The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value

By: Marco Bertini and Oded Koenigsberg

How some firms are rewriting the rules of commerce by pursuing “ends”—actual outcomes—rather than selling “means”—their products and services. View Details

Keywords: Commerce; Business Model; Design; Customer Relationship Management; Strategy

Web

For Alumni - Doctoral

Bulletin Submit Class Notes Faculty In The News Mapping the Salt Tax That Helped Shatter a Monarchy Re: Marco Tabellini 17 JUL 2025 | HBS Working Knowledge The Economy Seems Healthy. Were the Warnings About Tariffs Overblown? Re: Alberto... View Details

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Research - Global

Transmission of Democracy By: Marco Tabellini and Giacomo Magistretti In this paper, we study the effects of economic integration with democratic partners on democracy. We assemble a large country-level panel dataset from 1960 to 2015,... View Details

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Online Business Courses & Certifications | HBS Online

Karim Lakhani and Marco Iansiti Compete in the age of AI with a comprehensive approach to building, leading, and operating AI-powered organizations. 4 weeks, 5-6 hrs/week Pay by August 21 $1,850 Certificate... View Details

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Popular - HBS Working Knowledge

in the Feminine Care Market Re: Rembrand M. Koning 11 Jan 2021 Working Paper Summaries The Political Effects of Immigration: Culture or Economics? by Alberto Alesina and Marco Tabellini 16 Jun 2020 Working... View Details

2024
Working Paper

Migration, Climate Similarity, and the Consequences of Climate Mismatch

By: Marguerite Obolensky, Marco Tabellini and Charles Taylor

This paper examines the concept of “climate matching” in migration—the idea that migrants seek out destinations with familiar climates. Focusing on the US, we document that temperature distance between origin and destination predicts the distribution of migrants across... View Details

Keywords: Migration; Climate; Immigration; Residency; Weather; Ethnicity; Climate Change; Geographic Location; Policy; United States

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HBS - The year in Review

Management Seth Neel Technology & Operations Management Charlotte L. Robertson Business, Government & the International Economy Marco Sammon Finance Lumumba B. Seegars Organizational Behavior Faculty Promotions Two faculty members were... View Details

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Technology & Innovation - Faculty & Research

production workers) are associated with more autonomy and a wider span of control. By contrast, communication technologies (like data networks) decrease autonomy for both workers and plant managers. Treating technology as endogenous using... View Details

2021
Case

NiPay's Pricing Conundrum

By: Marco Bertini and Oded Koenigsberg

NiPay is a software provider competing in the Nigerian business-to-business payments market. Founded by Idaku Ibrahim nearly 20 years ago, NiPay sells two products to retailers and other merchants, which enable individual shoppers to transact either online or via a... View Details

Keywords: Payment Systems; B2B; Pricing; Software; Marketing Strategy; Nigeria

01 Sep 2012
News

All Smiles

Recent Doctoral graduates returned to campus in April to discuss their research and enjoy socializing at Young Alumni Research Day (see story below). From left, Marco Bertini (DBA 2006), Raj Choudhury (DBA... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services

June 2012
Article

Pricing to Create Shared Value

By: Marco Bertini and John T. Gourville

Many companies are in competition with their customers to extract as much value as possible from every transaction. Pricing is their weapon of choice, and consumers fight back by rooting out and disseminating pricing policies that seem unfair. The problem is that... View Details

Keywords: Pricing; Marketing Strategy; Price; Customer Focus and Relationships; Customer Relationship Management; Value Creation; Fairness