I am Professor of Marketing at Esade, where I also serve as Director of Open Executive Programs, and Senior Advisor to Globalpraxis and Pearson Ham Group, two consultancies specialized in organic growth.I am a behavioral scientist who leverages insights from economics and psychology to help organizations including AT&T, H&M, Coca-Cola, HP, Fox Networks, P&G, and Novartis sustain profitable relationships with customers—with particular emphasis on managing the delicate transition from value creation to value appropriation.I am co-author of the book "The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value," which explores how technology and society stimulate accountability, prompting companies to profit from the outcomes they deliver rather than the offerings they bring to market. My articles appear in the leading academic and managerial journals, and my thoughts are well documented in media outlets including BBC, Bloomberg, CNBC, CNN, Forbes, The Financial Times, The Wall Street Journal, and Vox.  Recently, I was named to the Thinkers50 Radar, a shortlist of the scholars “most likely to shape the future of how organizations are managed and led.” Prior to this, I was recognized by the Marketing Science Institute as one of the most promising scholars in the field.Originally from Italy, I grew up in Australia and subsequently lived in the United States, the United Kingdom, and now Spain. I have a doctorate from Harvard Business School and previously served on the faculty at London Business School, was a visiting professor at Harvard Business School, and was a senior advisor to Boston Consulting Group.