On a recent visit to Barcelona, I sat down with Marco Bertini, one of the world’s foremost experts on dynamic pricing. Bertini is a professor of marketing at Esade University and the author of the book, ‘The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value,’ which examines how technology and society stimulate accountability, prompting companies to profit from the outcomes they deliver rather than the offerings they bring to market.
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