Pierre Berthon

Pierre Berthon

  • Professor and Clifford Youse Chair, Experience Design
  • Clifford F Youse Chair of Information Design, Marketing & Strategy
  • Ph.D. Brunel University
  • Engineering Science (Hons) Warwick University

Teaching Interests

Strategic Marketing

Research Methods

Design Ethics and Aesthetics

Research Interests

Mindfulness

Digital Addiction

Technology

Secrets

Virtue Signaling

Consulting/Practice Interests

Strategy

Electronic commerce

Marketing research

Technology and Marketing

Mindfulness and Technology

Digital Addiction

Awards and Honors

  • Excellence in Scholarship Award, Bentley University
  • Best Paper, International Journal of Wine Business Research
  • Editors choice for best paper, Business Horizons

    • Scholarly Contributions and Creative Productions

    Journal Articles

  • Svizzero, N., Du, Y., Berthon, P., Dabirian, A. (2025). From Soundscape to Strategy: What IT Professionals Need to Know About Spatial Audio Technologies. IT Professional, (27) Issue 5 (Link)
  • Keaney, S., Berthon, P. (2025). The Blockchain Trust Paradox: Engineered Trust vs. Experienced Trust in Decentralized Systems. Information, (16) Issue 9 (Link)
  • Berthon, P., Lord Ferguson, S., Hannah, D., Parent, M. (2025). Towards a conceptualization of secrecy in marketing. Journal of Strategic Marketing, (33) Issue 1 (Link)
  • Berthon, P. (2024). Understanding Agism in Tech: A Model and Propositions. IT Professional
  • Berthon, P. (2024). Trajectories of AI technologies: Insights for managers. Business Horizons
  • Du, Y., Svizzero, N., Berthon, P. (2024). Understanding Ageism in Tech: A Model and Propositions. IT Professional, (26) Issue 6 (Link)
  • Berthon, P., Ferguson, S., Pitt, L., Wang, E. (2023). The virtuous brand: The perils and promises of brand virtue signaling.. Business Horizons, (66) 1 27-36.
  • Fedorenko,, i., Berthon, P., Edelman, L. F. (2023). Top secret: Integrating 20 years of research on secrecy. Technovation
  • Berthon, P., Pitt, L., Park, A. (2023). When memes program the genes: What managers need to know about the emerging genetic revolution. Business Horizons, (66) 4 423-431.
  • Berthon, P., Chohan, R., Pehlivan, E., Rabinovich, T. (2023). Corrigendum to ‘Fixing fake news: Understanding and managing the marketer-consumer information echosystem’ [Business Horizons, 65/6 (2022), pp. 729–738, (S0007681322000970), (10.1016/j.bushor.2022.07.006)]. Business Horizons, (66) Issue 2 (Link)
  • Lord Ferguson, S., Berthon, P. (2022). A renewable resource model of health decision-making: insights to improve health marketing. AMS Review, (12) Issue 1-2 (Link)
  • Berthon, P., Chohan, R., Pehlivan, E., Rabinovich, T. (2022). Fixing fake news: Understanding and managing the marketer-consumer information echosystem. Business Horizons, (65) Issue 6 (Link)
  • Wang, E., Berthon, P., Nasr, N. I. (2020). Mindfulness and Service Quality: Exploring the Effect of State Mindfulness on Service Encounter Quality. Journal of Marketing Services (Forthcoming)
  • Fedorenko, I., Berthon, P., Edelman, L. F. (2020). Hide and uncover: The use of secrets in marketing,. Journal of Marketing Management
  • Mills, A., Berthon, P., Pitt, C. (2020). Agile authorship: Evolving models of innovation for information-intensive offerings. Journal of Business Research, (110) Issue (Link)
  • Fedorenko, I., Berthon, P., Edelman, L. (2020). Hide and uncover: the use of secrets in marketing. Journal of Marketing Management, (36) Issue 7-8 (Link)
  • Pitt, C., Berthon, P., Kietzmann, J. (2020). From the 2019 ANZMAC conference: the language of 10-K reports, from the analytical to the post-emotional. Journal of Strategic Marketing Issue (Link)
  • Berthon, P., Pehlivan, E., Yalcin, T., Rabinovich, T. (2020). True, fake and alternative: a topology of news and its implications for brands. Journal of Product and Brand Management, (29) Issue 2 (Link)
  • Berthon, P., Pitt, L., Campbell, C. (2019). Addictive De-Vices: A Public Policy Analysis of Sources and Solutions to Digital Addiction. Journal of Public Policy & Marketing, (38) 4 451-468.
  • Berthon, P., Dabirian, A., Kietzmann, J. (2019). Enticing the IT crowd: employer branding in the information economy. Journal of Business & Industrial Marketing, (34) 7
  • Hannah, D., Pitt, L., Berthon, P. (2019). Secrets and knowledge management strategy: the role of secrecy appropriation mechanisms in realizing value from firm innovations. Journal of Knowledge Management, (23) 2 297-312.
  • Berthon, P., Pehlivan, E., Yalcin, T., Rabinovich, T. (2019). True, fake and alternative: a topology of news and its implications for brands. Journal of Product & Brand Management
  • Berthon, P., Pitt, L. (2019). Types of mindfulness in an age of digital distraction. Business Horizons, (62) 2 131-137.
  • Dabirian, A., Berthon, P., Kietzmann, J. (2019). Enticing the IT crowd: employer branding in the information economy. Journal of Business and Industrial Marketing, (34) Issue 7 (Link)
  • Pitt, L., Fergason, S., Berthon, P. (2018). The transition from products to connected health: observations and avenues for future research. Academy of Marketing Science Review, (8) 4-Mar 233-239.
  • Berthon, P., Hannah, D., Pitt, L. (2018). Secrets and knowledge management strategy: the role of secrecy appropriation mechanisms in realizing value from firm innovations. Journal of Knowledge Management
  • Mills, A., Berthon, P., Pitt, C. (2018). Agile authorship: Evolving models of innovation for information-intensive offerings.. Journal of Business Research
  • Berthon, P., Pitt, L. (2018). Brands, Truthiness and Post-Fact: Managing Brands in a Post-Rational World. Journal of Macromarketing, (38) 2 218-227.
  • Berthon, P. (2018). How Truthiness, Fake News and Post-Fact Endanger Brands and What to Do About It. GfK Marketing Intelligence Review, (10) 1 18-23.
  • Berthon, P., Pitt, L. (2018). Brands, Truthiness and Post-Fact: Managing Brands in a Post-Rational World. Journal of Macromarketing, (38) Issue 2 (Link)
  • de Fauconberg , A., Berthon, P., Berthon, J. (2017). Rethinking the marketing of World Heritage Sites: Giving the past a sustainable future. Journal of Public Affairs, (34) 2 20 - 37.
  • Fedorenko, I., Berthon, P. (2017). Beyond the expected benefits: unpacking value co-creation in crowdsourcing business models. AMS Review, (7) 4-Mar 183–194. (Link)
  • Rabinovich, T., Berthon, P., Fedorenko, I. (2017). Reducing the distance: financial services education in web-extended learning environments. Journal of Financial Services Marketing, (22) 3 126-131. (Link)
  • Fedorenko, I., Berthon, P., Rabinovich, T. (2017). Crowded identity: Managing crowdsourcing initiatives to maximize value for participants through identity creation. Business Horizons, (60) Issue 2 (Link)
  • Fedorenko, I., Berthon, P. (2017). Beyond the expected benefits: unpacking value co-creation in crowdsourcing business models. AMS Review, (7) Issue 3-4 (Link)
  • Fedorenko, I., Berthon, P., Rabinovich, T. (2017). Crowded identity: Managing crowdsourcing initiatives to maximize value for participants through identity creation. Business Horizons, (60) Issue 2 (Link)
  • Fedorenko, I., Berthon, P., Rabinovich, T. (2016). Crowded identity: Managing crowdsourcing initiatives to maximize value for participants through identity creation. Business Horizons, (59) 6
  • DesAutels, P., Berthon, P., Chakrabarti, R. (2016). Culture, e-readiness and equity: The impact of connectivity on the equity of a country’s workforce. New Technology, Work and Employment, (31) 2
  • Wang, E. J., Berthon, P., Leyland, P., McCarthy, I. (2016). Service, emotional labor, and mindfulness. Business Horizon, (59) 6 655-661. (Link)
  • Hannah, D., Treen, E., Berthon, P., Pitt, L. (2016). But you promised! Managing consumers’ psychological contracts. , (4) 59 363-368.
  • Jurgens, M., Berthon, P., Edleman, L. (2016). Social Media Revolutions: The Influence Of Secondary Stakeholders. Business Horizons, (59) 2 129–136.
  • Bruwer, J., Pitt, L., Berthon, P. (2016). Guest editorial. International Journal of Wine Business Research, (28) Issue 2 (Link)
  • Berthon, P., Pitt, L., Kietzmann, J., McCarthy, I. (2015). CGIP: Managing Consumer-Generated Intellectual Property. California Management Review, (57) 4 1 – 20.
  • Kietzmann, J., Berthon, P., Pitt, L. (2015). Disruptions, Decisions, and Destinations: Enter the Age Of 3-D Printing and Additive Manufacturing. Business Horizons, (58) 2 209-215.
  • Pehlivan, E., Berthon, P., Hughes, M. (2015). Keeping up with The Joneses: Stealth, secrets, and duplicity in marketing relationships. Business Horizons, (58) 6 591-598.
  • Vigar-Ellis, D., Berthon, P., Pitt, L. (2015). Knowing what they know: A managerial perspective on consumer knowledge. Business Horizons, (58) 6 679-685.
  • Robson, K., Pitt, L., Berthon, P. (2015). Looking For Yes: What Improv Theater Can Teach Service Firms. Business Horizons, (58) 4
  • DesAutels, P., Berthon, P., Caruana, A., Pitt, L. (2015). The impact of country connectedness and cultural values on the equity of a country’s workforce. Cross Cultural Management, (22) 1 20-Feb.
  • Berthon, P., Pitt, L. (2015). The Magic of Secrets. Business Horizons, (58) 6 589-590.
  • Pitt, L., Berthon, P., Ferreira, J. (2015). The magic of secrets. Business Horizons, (58) Issue 6 (Link)
  • Robson, K., Pitt, L., Berthon, P. (2015). "Yes, and...": What improv theater can teach service firms. Business Horizons, (58) Issue 4 (Link)
  • Berthon, P., Robson, K., Pitt, L. (2014). Advers-tising: Counting the Costs to the Customer”,. Journal of Advertising Research, (9) 1 72-85.
  • Hanna, D., Pitt, L., Berthon, P. (2014). Denial of Availability: The Marketing Value of Secrets. Business Horizons, (57) 1 49–59.
  • Chakrabarti, R., Barnes, B., Berthon, P. (2014). Goal orientation effects on behavior and performance: evidence from international sales agents in the Middle East. International Journal of Human Resource Management, (25) 2 317-340.
  • DesAutels, P., Berthon, P., Rabinovich, T., Pitt, L. (2014). It is emergent: five propositions on the relationship between creative consumers and technology. International Journal of Technology Marketing, (9) 1 72-85.
  • Chakrabarti, R., Barnes, B., Berthon, P., Pitt, L., Monkhouse, L. (2014). Goal orientation effects on behavior and performance: evidence from international sales agents in the Middle East. International Journal of Human Resource Management, (25) Issue 2 (Link)
  • Hannah, D., Parent, M., Pitt, L., Berthon, P. (2014). It's a secret: Marketing value and the denial of availability. Business Horizons, (57) Issue 1 (Link)
  • DesAutels, P., Salehi-Sangari, E., Berthon, P., Rabinovich, T., Pitt, L. (2014). It is emergent: Five propositions on the relationship between creative consumers and technology. International Journal of Technology Marketing, (9) Issue 1 (Link)
  • Kietzmann, J., Plangger, K., Berthon, P., Pitt, L. (2013). Mobility at Work: A Typology of Mobile Communities of Practice and Contextual Ambidexterity. Journal of Strategic Information Systems
  • Plangger, K., Kietzmann, J., Berthon, P., Pitt, L. (2013). Nomen est omen: formalizing customer labeling theory. Academy of Marketing Science Review, (3) 7 193-204.
  • Pehlivan, E., Berthon, P., Berthon, J., Cross, I. R. (2013). Viral Irony: Using Irony to Spread the Questioning of Questionable Consumption. Journal of Public Affairs, (13) 2 172-179.
  • Pehlivan, E., Berthon, P., Pitt, L. (2013). When outsourcing fragments: Customer creativity and Technological Transmutations. Journal Production Planning and Control, (24) 5-Apr 284-293.
  • Berthon, P., Robson, K., Pitt, L. (2013). The theory and practice of advertising: Counting the cost to the customer. Journal of Advertising Research, (53) Issue 3 (Link)
  • Pehlivan, E., Berthon, P., Pitt, L., Chakrabarti, R. (2013). When outsourcing fragments: Customer creativity and technological transmutations. Production Planning and Control, (24) Issue 4-5 (Link)
  • Berthon, P., Pitt, L., Plangger, K., Shapiro, D. (2012). Marketing Meets Web 2.0, Social Media, And Creative Consumers: Implications For International Marketing Strategy. Business Horizons, (55) 3 261-271.
  • Berthon, P., Pitt, L. (2012). Brands and Burlesque: Toward a Theory of Spoof Advertising. Academy of Marketing Science Review, (2) 4-Feb 88-98.
  • Chakrabarti, R., Berthon, P. (2012). Gift giving and social emotions: experience as content. Journal of Public Affairs, (12) 2 154–161.
  • Berthon, P., Campbell, C., Pitt, L., McCarthy, I. (2012). Making a Face: Graphical Illustrations of Managerial Stances Toward Customer Creativity. Australasian Marketing Journal, (20) 1 15-Sep.
  • Pehlivan, E., Berthon, P., Pitt, L., Chakrabarti, R. (2012). When outsourcing fragments: Customer creativity and Technological Transmutations. Production Planning and Control: The Management of Operations, (10) 1 10-Jan.
  • Chakrabarti, R., Berthon, P. (2012). Gift giving and social emotions: Experience as content. Journal of Public Affairs, (12) Issue 2 (Link)
  • Berthon, P., Pitt, L., Plangger, K., Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, (55) Issue 3 (Link)
  • Campbell, C., Berthon, P., Pitt, L., McCarthy, I., Plangger, K. (2012). Making a face: Graphical illustrations of managerial stances toward customer creativity. Australasian Marketing Journal, (20) Issue 1 (Link)
  • DesAutels, P., Berthon, P., Salehi-Sangari, E. (2011). Rising to the challenge: A model of contest performance. Journal of Financial Services Marketing, (4-Mar) 263–274.
  • Berthon, P., Campbell, C., Pitt, L. (2011). Creative consumers: awareness, attitude and action. Journal of Consumer Marketing, (28) 7 500 – 507.
  • Pitt, L., Berthon, P., Robson, K. (2011). Deciding When to Use Tablets for Business Applications. MIS Quarterly Executive, (10) 3 133-139.
  • Berthon, P., Pitt, L., DesAutels, P. (2011). Unveiling Videos: Consumer Generated Ads as Qualitative Inquiry. Psychology and Marketing, (28) 10 1044–1060.
  • Berthon, P., Fischer, K., DesAutels, P. (2011). From Mummers To New Media: Captivity, Liberation, And The Church Of Life After Shopping. Journal of Public Affairs, (11) 3 181–187.
  • Pehlivan, E., Berthon, P. (2011). Hugh Jidette or Huge Debt: Questioning US Fiscal Policy Using Caricature and Irony. Journal of Public Affairs, (11) 3 168–173.
  • Tsao, H., Berthon, P., Pitt, L., Parent, M. (2011). Brand Signal Quality of Products in an Asymmetric Online Information Environment: An Experimental Study. Journal of Consumer Behaviour, (10) 4 169-178.
  • Pehlivan, E., Berthon, P., Pitt, L. (2011). Ad Bites: Towards a Theory of Ironic Advertising. Journal of Advertising Research, (51) 2 417- 426.
  • Pitt, L., Berthon, P. (2011). Just When You Thought It Was Safe To Go Back Into the Web: Marketing Meets Web 2.0, Social Media and Creative Consumers. Business Horizons, (54) 3 181-193.
  • Campbell, C., Pitt, L., Berthon, P. (2011). Understanding Consumer Conversations Around Ads in a Web 2.0. Journal of Advertising, (40) 1 87-102.
  • Berthon, P., Pitt, L., Chakrabarti, R., Berthon, J. (2011). Brand Worlds: From Articulation to Integration. Journal of Advertising Research, (51) 1 182 - 196.
  • Reynecke, M., Pitt, L., Berthon, P. (2011). Luxury Wine Brand Visibility in Social Media: An Exploratory Study. International Journal of Wine Business Research, (23) 1 21 – 35.
  • Berthon, P., Donnellan, B. (2011). The Greening of IT: Paradox or Promise?. Journal of Strategic Information Systems, (20) 1 15-Mar.
  • DesAutels, P., Berthon, P. (2011). The PC (Polluting Computer): Forever A Tragedy Of The Commons?. Journal of Strategic Information Systems, (20) 1 113-122.
  • Campbell, C., Pitt, L., Berthon, P. (2011). Tracking back-talk in consumer-generated advertising: An analysis of two interpretative approaches. Journal of Advertising Research, (51) 1 224-238.
  • Tsao, H., Berthon, P., Pitt, L., Parent, M. (2011). Brand signal quality of products in an asymmetric online information environment: An experimental study. Journal of Consumer Behaviour, (10) Issue 4 (Link)
  • Pierre, B., Pitt, L., Chakrabarti, R., Berthon, J., Simon, M. (2011). Brand worlds: From articulation to integration. Journal of Advertising Research, (51) Issue 1 (Link)
  • Berthon, P., Campbell, C., Pitt, L., McCarthy, I. (2011). Creative consumers: Awareness, attitude and action. Journal of Consumer Marketing, (28) Issue 7 (Link)
  • Pehlivan, E., Berthon, P. (2011). Hugh Jidette or huge debt: Questioning US fiscal policy using caricature and irony. Journal of Public Affairs, (11) Issue 3 (Link)
  • Berthon, P., Fischer, K., Desautels, P. (2011). From mummers to new media: Captivity, liberation, and the church of life after shopping. Journal of Public Affairs, (11) Issue 3 (Link)
  • Pitt, L., Parent, M., Steyn, P., Berthon, P., Money, A. (2011). The social media release as a corporate communication tool for bloggers. IEEE Transactions on Professional Communication, (54) Issue 2 (Link)
  • Pehlivan, E., Sarican, F., Berthon, P. (2011). Mining messages: Exploring consumer response to consumer- vs. firm-generated ads. Journal of Consumer Behaviour, (10) Issue 6 (Link)
  • Berthon, P., Donnellan, B. (2011). The Greening of IT: Paradox or promise?. Journal of Strategic Information Systems, (20) Issue 1 (Link)
  • Berthon, P., Pitt, L., Desautels, P. (2011). Unveiling videos: Consumer-generated ads as qualitative inquiry. Psychology and Marketing, (28) Issue 10 (Link)
  • Berthon, P., Pitt, L., Crittenden, V. (2010). Advocating Avatars: The Salesperson in Second Life. Journal of Personal Selling and Sales Management, (30) 3 195 - 208.
  • Berthon, P., Pitt, L. (2010). Efficiency, Effectiveness, Emergence: The Three Stages of Designing for Consumers. Business Horizons, (53) 4 419-425.
  • Berthon, P., DesAutels, P., Pitt, L., Crittenden, V. (2010). Green IT: Strategy Formulation or Tactical Implementation?. Industrial Management, (Sept-Oct) 14-28.
  • Berthon, P., Pitt, L., Reyneke, M. (2010). Luxury Wine Brands as Gifts: Ontological and Aesthetic Perspectives. International Journal of Wine Business Research, (18) 3 15-Jan.
  • Jurgens, M., Berthon, P., Papania, L. (2010). Stakeholder theory and practice in Europe and North America: The key to success lies in a marketing approach. Industrial Marketing Management, (39) 5 769–775.
  • Pitt, L., Berthon, P., Parent, M. (2010). The Social Media Release as a Corporate Communications Tool for Bloggers. IEEE Transactions on Professional Communication, (PP) 99 19-Jan.
  • Berthon, P., Pitt, L. F., Parent, M., Berthon, J. (2010). Aesthetics & Ephemerality: Observing and Preserving the Luxury Brand. California Management Review, (52) 1
  • Pitt, L., Parent, M., Berthon, P., Steyn, P. (2010). Event Sponsorship and Ambush Marketing: Seven Lessons from the Beijing Olympics. Business Horizons, (53) 3 281-290.
  • Steyn, P., Pitt, L., Berthon, P. (2010). The Social Media Release As a Public Relations Tool: Intentions to Use Among B2B Bloggers. Public Relations Review, (36) 1 87 - 89.
  • Pitt, L., Parent, M., Berthon, P., Steyn, P. (2010). Event sponsorship and ambush marketing: Lessons from the Beijing Olympics. Business Horizons, (53) Issue 3 (Link)
  • Berthon, P., Crittenden, V., Desautels, P., Pitt, L. (2010). Get the most out of green it. Industrial Management (Norcross, Georgia), (52) Issue 5
  • Steyn, P., Salehi-Sangari, E., Pitt, L., Parent, M., Berthon, P. (2010). The Social Media Release as a public relations tool: Intentions to use among B2B bloggers. Public Relations Review, (36) Issue 1 (Link)
  • Pitt, L., Pitt, L., Watson, R., Berthon, P., Piccoli, G. (2009). E-Commerce, Web 2.0 and Entrepreneurship: Opportunities in the U-Space. International Journal of Entrepreneurship Education, (7) 1 Lead Article.
  • Berthon, P., Caruana, A., Opoku, R., Pitt, L., Wahlstrom, A. (2009). Online communication of brand personality: A study of MBA programs of top business schools. Journal of General Management (Link)
  • Caruana, A., Pitt, L. F., Berthon, P., Page, M. J. (2009). Differentiation and Silver Medal Winner Effects. European Journal of Management, (43) 12-Nov 1365 - 1377. (Link)
  • Bal, A., Pitt, L., Berthon, P., DesAutels, P. (2009). Caricatures, Cartoons, Spoofs and Satires: Political Brands as Butts. Journal of Public Affairs, (9) 4 229-237.
  • Jung, M., Berthon, P. (2009). Fulfilling The Promise: A Model For Delivering Successful Online Healthcare. Journal of Medical Marketing, (9) 3 243-254. (Link)
  • Berthon, P., Pitt, L., Campbell, C. (2009). Does Brand Meaning Exist in Similarity or Singularity?. Journal of Business Research, (62) 3 356-361.
  • Berthon, P., Pitt, L., Parent, M., Berthon, J. (2009). Aesthetics and ephemerality: Observing and preserving the luxury brand. California Management Review, (52) Issue 1 (Link)
  • Caruana, A., Pitt, L., Berthon, P., Page, M. (2009). Differentiation and silver medal winner effects. European Journal of Marketing, (43) Issue 11 (Link)
  • Bal, A., Pitt, L., Berthon, P., DesAutels, P. (2009). Caricatures, cartoons, spoofs and satires: Political brands as butts. Journal of Public Affairs, (9) Issue 4 (Link)
  • Jung, M., Berthon, P. (2009). Fulfilling the promise: A model for delivering successful online health care. Journal of Medical Marketing, (9) Issue 3 (Link)
  • Opoku, R., Caruana, A., Pitt, L., Berthon, P., Wahlstrom, A., Nel, D. (2009). Online communication of brand personality: A study of MBA programs of top business schools. Journal of General Management, (35) Issue 3 (Link)
  • Berthon, P., Pitt, L. (2008). AdLib: When Consumers Create the Ad. California Management Review, (50) 4 30-Jun.
  • Merwe, R., Berthon, P., Pitt, L., Barnes, B. (2008). Analysing Theory Networks: Identifying Pivotal Theories in Marketing and their Characteristics. Journal of Marketing Management, (23) (3-4) 181-206 (Lead article).
  • Berthon, P., Ewing, M., Napoli, J. (2008). Brand Management in Small-to-Medium Sized Enterprises. Journal of Small Business Management, (46) 1 27-45.
  • Berthon, P., Pitt, L., Cyr, D., Campbell, C. (2008). E-readiness and trust: macro and micro dualities for e-commerce in a global environment. International Marketing Review, (25) 6
  • Berthon, P., Pitt, L., Berthon, J. (2008). e-Relationships for e-Readiness: Trust & Cultural Values in International eB2B. Industrial Marketing Management, (37) 83-91.
  • Pitt, L. F., Berthon, P., Page, M. J., Spyropoulou, S. (2008). How Well Are Business Schools Managing Their Brands: A Research Note. Journal of General Management, (33) 1 (Spring) 10-Jan.
  • Chakrabarti, R., Berthon, P., T, W. R., Pitt, L. F. (2008). Quality Management in Business Relationships: The Role of Brands in an Open Source Environment. Total Quality Management & Business Excellence, (18) 8 947-955.
  • Berthon, P., Pehlivan, E., DesAutels, P. (2008). Remembering Epimetheus: Biotechnologies & the market. Journal of Commercial Biotechnology, (14) 3 257-264.
  • Berthon, P., Pitt, L., Nel, D., Salehi-Sangari, E. (2008). The Biotechnology and Marketing Interface: Functional Integration using Mechanistic and Holographic Responses to Environmental Turbulence. Journal of Commercial Biotechnology, (14) 3 213-224.
  • Berthon, P., Galliers, R. D. (2008). The Three Rs: Rigor, Relevance and Rapprochement. EFMD Global Focus, (2) 1 60-71.
  • Berthon, P., Pitt, L., Berthon, J., Campbell, C., Thwaites, D. (2008). e-Relationships for e-Readiness: Culture and corruption in international e-B2B. Industrial Marketing Management, (37) Issue 1 (Link)
  • Berthon, P., Pitt, L., Watson, R. (2008). From genesis to revelations: The technology diaspora. Communications of the ACM, (51) Issue 12 (Link)
  • van der Merwe, R., Pitt, L., Barnes, B., Berthon, P., Salehi-Sangari, E. (2008). Finding the hidden value in SME networks. International Journal of Enterprise Network Management, (2) Issue 2 (Link)
  • Morgan, R., Berthon, P. (2008). Market orientation, generative learning, innovation strategy and business performance inter-relationships in bioscience firms. Journal of Management Studies, (45) Issue 8 (Link)
  • Berthon, P., Pehlivan, E., DesAutels, P. (2008). Remembering Epimetheus: Biotechnologies and the market. Journal of Commercial Biotechnology, (14) Issue 3 (Link)
  • Nairn, A., Berthon, P., , . (2007). Learning From Giants: Exploring, Classifying and Analysing Existing Knowledge in Market Research. International Journal of Market Research, (42) 2 45-60.
  • Pitt, L., Berthon, P., Watson, R., Wynne, D., Strasheim, A. (2007). Open TO All: A Postmodern Perspective on Product Development and Brands in an Open Source Environment. International Journal of Technology Marketing, (2) 4 316-330.
  • Caruana, A., Berthon, P., Pitt, L. F., Berthon, J. P. (2007). Psychometric Properties of The Brand Personality Scale: Evidence From a Business School. Psychological Reports, (100) 789-794.
  • Berthon, P., Pitt, L. (2007). The Ambiguity of Advertising. Leadership Magazine, (11) September 23 - 30.
  • Berthon, P., Holbrook, M., Hulbert, M., Pitt, L. (2007). The Brand Manifold: Managing the Temporal and Socio-Cultural Dimensions of Brands. Sloan Management Review, (48) 2 37-43.
  • Berthon, P., Pitt, L., McCarthy, I. (2007). When Customers Get Clever: Managerial Approaces To Dealing With Creating Consumers. Business Horizons, (50) 1 39 - 50.
  • Pitt, L., Berthon, P., Prinsloo, M., Nel, D. (2007). Do I like my ICON? Determining preferences for firms' mode of strategic focus. International Journal of Technology Marketing, (2) Issue 1 (Link)
  • Berthon, P., Williams, C. (2007). Stages of e-democracy: Towards an open-source political model. International Journal of Information Technology and Management, (6) Issue 2-4 (Link)
  • Pitt, L., Berthon, P., Watson, R., Wynn, D., Strasheim, A. (2007). Open to all: A postmodern perspective on product development and brands in an open-source environment. International Journal of Technology Marketing, (2) Issue 4 (Link)
  • Berthon, P., Pitt, L., McCarthy, I., Kates, S. (2007). When customers get clever: Managerial approaches to dealing with creative consumers. Business Horizons, (50) Issue 1 (Link)
  • Tsao, H., Pitt, L., Berthon, P. (2006). An Experimental Study of Brand Signal Quality of Products in an Asymmetric Information Environment. OMEGA: International Journal of Management Science, (43) 4 397-405.
  • Berthon, P., Pitt, L. F., Kates, S., McCarthy, S. (2006). Customer Creativity: How Consumers Find Meaning in Product Transformation. International Journal of Advertising, (25) July 25-Dec.
  • Berthon, P., Prinsloo, P., Nel, D., Pitt, L. (2006). Do I Like My Icon? Determining Preferences for Firms' Mode of Strategic Focus. International Journal of Technology MArketing, (21) 1 18-Jan.
  • Berthon, P., Armstrong, J., Pitt, L. (2006). From Production to Performance: Solving the Positioning Dilemma in the Dental Practice. Journal of the American Dental Association, (127) September 1283-1288.
  • Berthon, P., Prinsloo, M., Pitt, L. F. (2006). From service factory to service theater: Solving the positioning dilemma in the medical practice. Journal of Medical Marketing, (23) Winter 9-Jan.
  • Berthon, P., Prinsloo, M., Pitt, L. (2006). It's in the Doing Why the Implementation of Marketing Strategy Often Leads to Failure. Advertising Express April 28-31.
  • Berthon, P., Kaleka, A. (2006). Learning and Locale: The role of Information, Memory, and environment in Determining Export Determination Export Differentiation Advantage. Journal of Business Research, (59) 1016-1024.
  • Berthon, P., Williams, C. B. (2006). Stages of e-Democracy: Towards an Open Source Political Model. International Journal of Information Technology and Management, (6) 1 23-29.
  • Berthon, P., Pitt, L., Merwe, R., Barnes, B. (2006). Swedish BioTech SMEs: The Veiled Values. Technovation, (26) 5-6 (May-June) 553-560.
  • Berthon, P., Pitt, L., Watson, R., Zinkhan, G. (2006). The Penguin's Window: Corporate Brands from OS Perspective. Journal of the Academy of Marketing Science, (34) 2 115-128.
  • Pitt, L., Merwe, R., Berthon, P., Salehi-Sangari, E., Caruana, A. (2006). Global Alliance Networks: A Comparison of Biotech SMEs in Sweden and Australia. Industrial Marketing Management, (35) 5 600 - 610.
  • Tsao, H., Pitt, L., Berthon, P. (2006). An experimental study of brand signal quality of products in an asymmetric information environment. Omega, (34) Issue 4 (Link)
  • Pitt, L., Berthon, P., Spyropoulou, S., Page, M. (2006). How well are business schools managing their brands? A research note. Journal of General Management, (31) Issue 3 (Link)
  • Pitt, L., Van Der Merwe, R., Berthon, P., Salehi-Sangari, E., Barnes, B. (2006). Swedish BioTech SMEs: The veiled values in online networks. Technovation, (26) Issue 5-6 (Link)
  • Berthon, P., Pitt, L. (2005). The Enigma of Advertising. Advertising Express, (15) 12 30-33.
  • Willett, L. E., Berthon, P. (2005). Towards an Open Source Model for Democratic Politics. International Conference on e-Government 27-28 October 2005 67-73.
  • Nairn, A., Berthon, P. (2005). Affecting Adolescence: Scrutinizing the Link between Advertising and Segmentation. Business and Society, (44) September 318-345.
  • Berthon, P., Hulbert, J. M., Pitt, L. (2005). Consuming Technology: Why Marketers Sometimes Get It Wrong. California Management Review
  • Berthon, P., Pitt, L. (2005). The Paradox of Advertising. International Journal of Advertising, (24) 4 539-546.
  • Berthon, P., Pitt, L. (2005). Captivating Company: Dimensions of Attractiveness in Employer Branding. International Journal of Advertising, (24) 2 9-Jan.
  • Pitt, L., Berthon, P., Caruana, A., Berthon, J. (2005). The State of Theory in Premier Advertising Journals. International Journal of Advertising, (24) 2 34-43.
  • Nysveen, H., Pedersen, P. E., Berthon, P. (2005). Mobilizing the Brand. Journal of Service Research, (7) 3 257 - 277.
  • Berthon, P., Pitt, L., McCarthy, I. (2005). Creative Consumers: Stances Towards Consumer Innovations. European Business Forum, (24) 4 23-39.
  • Pitt, L., Berthon, P. (2005). Does Your School Have Personality? The MBA Brand Personality. PREMIER, Research Journal of Pretoria University, (34) 3 29-33.
  • Pitt, L., Berthon, P., Watson, R., Zinkhan, G. (2005). Penguins At The Windows: Marketing Research Issues Raised By Branding Beyond Capitalism. Journal of the Academy of Marketing Science, (28) 187-188.
  • Ford, J., Zinkhan, G., Ambler, T., Berthon, P., Pitt, L. (2005). Comments. International Journal of Advertising, (24) Issue 4 (Link)
  • Berthon, P., Ewing, M., Hah, L. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, (24) Issue 2 (Link)
  • Nysveen, H., Pedersen, P., Thorbjørnsen, H., Berthon, P. (2005). Mobilizing the brand: The effects of mobile services on brand relationships and main channel use. Journal of Service Research, (7) Issue 3 (Link)
  • Pitt, L., Berthon, P., Caruana, A., Berthon, J. (2005). The state of theory in three premier advertising journals: A research note. International Journal of Advertising, (24) Issue 2 (Link)
  • Berthon, P., Holbrook, M., Hulbert, M. (2004). Understanding and Managing the Brand Space. Sloan Management Review, (44) -2 49-55.
  • Van der Merwe, R., Pitt, L., Berthon, P. (2004). Elucidating elusive ensembles: The strategic value of informal internet networks. European Management Journal, (22) Issue 1 (Link)
  • Berthon, P., Mac Hulbert, J., Pitt, L. (2004). Innovation or customer orientation? An empirical investigation. European Journal of Marketing, (38) Issue 9-10 (Link)
  • Berthon, P., Mac Hulbert, J., Pitt, L. (2004). Innovation or customer orientation? An empirical investigation. European Journal of Marketing, (38) Issue 9-10 (Link)
  • Watson, R., Berthon, P., Pitt, L., Zinkhan, G. (2004). Marketing in the age of the network: From marketplace to U-space. Business Horizons, (47) Issue 6 (Link)
  • Murgolo-Poore, M., Pitt, L., Berthon, P. (2003). Corporate Intelligence Dissemination As a Consequence of Intranet Effectiveness: An Empirical Study. Public Relations Review, (29) 2 171-184.
  • Nairn, A., Berthon, P. (2003). Creating the Customer: The Influence of Advertising on Consumer Market Segments - Evidence and Ethics. Journal of Business Ethics, (42) 1 83-100.
  • Van der Merwe, R., Pitt, L., Berthon, P. (2003). Excellent Companies Ethical? Evidence from an Industrial Setting. Corporate Reputation Review, (5) 4 343 - 355.
  • Krepapa, A., Berthon, P. (2003). Making Meaning: Interpretive Diversity and Market Learning - A Model and Propositions. Marketing Theory, (3) 2 179 - 200.
  • Berthon, P., Hulbert, M. (2003). Marketing Metamorphosis: Breaking Boundaries. Business Horizons May-June 2003
  • Berthon, P., Pitt, L., Bakkeland, G. (2003). Norms and Power in Marketing Relationships: Alternative Theories and Empirical Evidence. Journal of Business Research, (56) 9 11-Jan.
  • Berthon, P., Pitt, L., Ewing, M., Carr, C. (2003). Potential Research Space in MIS: A Framework for Envisioning and Evaluating Research Replication, Extension and Generation. Information Systems Research, (13) 4 416-427.
  • Murgolo-Poore, M., Pitt, L., Berthon, P. (2003). Three Theoretical Perspectives on One of Marketing's Most Fundamental Exchanges: Propositions on Partner Seeking. Marketing Theory
  • Berthon, P., Nairn, A., Money, A. (2003). Through the Paradigm Funnel: A Conceptual Tool for Literature Analysis. Marketing Education Review Summer 2003
  • Watson, R., Pitt, L., Berthon, P., Zinkhan, G. (2003). U-Commerce: Expanding the Universe of Marketing. Journal of the Academy of Marketing Science, (30) 4 329-343.
  • Berthon, P., Ewing, M., Pitt, L., Naude, P. (2003). Understanding B2B and The Web: The Acceleration of Coordination and Motivation. Industrial Marketing Management, (32) 1 9-Jan.
  • van der Merwe, R., Pitt, L., Berthon, P. (2003). Are Excellent Companies Ethical? Evidence from an Industrial Setting. Corporate Reputation Review, (5) Issue 4 (Link)
  • Krepapa, A., Berthon, P. (2003). Making meaning: Interpretive diversity and market learning - a model and propositions. Marketing Theory, (3) Issue 2 (Link)
  • Krepapa, A., Berthon, P., Webb, D., Pitt, L. (2003). Mind the gap: An analysis of service provider versus customer perceptions of market orientation and the impact on satisfaction. European Journal of Marketing, (37) Issue 1-2 (Link)
  • Berthon, P., Holbrook, M., Hulbert, J. (2003). Understanding and managing the brand space. MIT Sloan Management Review, (44) Issue 2
  • Berthon, P., Pitt, L., Ewing, M., Bakkeland, G. (2003). Norms and power in marketing relationships: Alternative theories and empirical evidence. Journal of Business Research, (56) Issue 9 (Link)
  • Berthon, P., Ewing, M., Pitt, L., Berthon, J. (2003). Reframing replicative research in advertising. International Journal of Advertising, (22) Issue 4 (Link)
  • Ewing, M., Pitt, L., de Bussy, N., Berthon, P. (2002). Employment branding in the knowledge economy. International Journal of Advertising, (21) Issue 1 (Link)
  • Pitt, L., Ewing, M., Berthon, P. (2002). Proactive behavior and industrial salesforce performance. Industrial Marketing Management, (31) Issue 8 (Link)
  • Berthon, P., Pitt, L., Ewing, M., Carr, C. (2002). Potential research space in MIS: A framework for envisioning and evaluating research replication, extension, and generation. Information Systems Research, (13) Issue 4 (Link)
  • Pitt, L., Berthon, P., Watson, R., Zinkhan, G. (2002). The internet and the birth of real consumer power. Business Horizons, (45) Issue 4 (Link)
  • Capon, N., Berthon, P., Hulbert, J., Pitt, L. (2001). Brand custodianship: A new primer for senior managers. European Management Journal, (19) Issue 3 (Link)
  • Berthon, P., Pitt, L., Ewing, M. (2001). Corollaries of the collective: The influence of organizational culture and memory development on perceived decision-making context. Journal of the Academy of Marketing Science, (29) Issue 2 (Link)
  • Morris, M., Berthon, P., Pitt, L., Murgolo-Poore, M., Ramshaw, W. (2001). An entrepreneurial perspective on the marketing of charities. Journal of Nonprofit and Public Sector Marketing, (9) Issue 3 (Link)
  • Wynne, C., Berthon, P., Pitt, L., Ewing, M., Napoli, J. (2001). The impact of the Internet on the distribution value chain: The case of the South African tourism industry. International Marketing Review, (18) Issue 4 (Link)
  • Berthon, P., Pitt, L., Ewing, M., Ramaseshan, B., Jayaratna, N. (2001). Positioning in Cyberspace: Evaluating Telecom Web Sites Using Correspondence Analysis. Information Resources Management Journal (IRMJ), (14) Issue 1 (Link)
  • Pitt, L., Berthon, P., Watson, R., Ewing, M. (2001). Pricing strategy and the net. Business Horizons, (44) Issue 2 (Link)
  • Berthon, P., Holbrook, M., Hulbert, J. (2000). Beyond market orientation: A conceptualization of market evolution. Journal of Interactive Marketing, (14) Issue 3 (Link)
  • Pitt, L., Berthon, P., Robson, M. (2000). Communication apprehension and perceptions of salesperson performance: a multinational perspective. Journal of Managerial Psychology, (15) Issue 1 (Link)
  • Caruana, A., Money, A., Berthon, P. (2000). Service quality and satisfaction – the moderating role of value. European Journal of Marketing, (34) Issue 11-12 (Link)
  • Prendergast, G., Berthon, P. (2000). Insights from ecology: An ecotone perspective of marketing. European Management Journal, (18) Issue 2 (Link)
  • Berthon, P., Pitt, L., Watson, R. (2000). Postmodernism and the Web: Meta themes and discourse. Technological Forecasting and Social Change, (65) Issue 3 (Link)
  • Pitt, L., Ewing, M., Berthon, P. (2000). Turning competitive advantage into customer equity. Business Horizons, (43) Issue 5 (Link)
  • Pitt, L., Berthon, P., Watson, R. (1999). Cyberservice: Taming service marketing problems with the world wide web. Business Horizons, (42) Issue 1 (Link)
  • Pitt, L., Berthon, P., Berthon, J. (1999). Changing channels: The impact of the Internet on distribution strategy. IEEE Engineering Management Review, (27) Issue 4
  • Pitt, L., Berthon, P., Berthon, J. (1999). Changing channels: The impact of the internet on distribution strategy. Business Horizons, (42) Issue 2 (Link)
  • Pitt, M., Bruwer, J., Nel, D., Berthon, P. (1999). A framework for research in internal marketing and the study of service quality: some propositions. Management Research News, (22) Issue 7 (Link)
  • Morris, M., Berthon, P., Pitt, L. (1999). Assessing the structure of industrial buying centers with multivariate tools. Industrial Marketing Management, (28) Issue 3 (Link)
  • Caruana, A., Pitt, L., Berthon, P. (1999). Excellence-market orientation link: Some consequences for service firms. Journal of Business Research, (44) Issue 1 (Link)
  • Berthon, P., Pitt, L., Katsikeas, C., Berthon, J. (1999). Executive insights: Virtual services go international: International services in the marketspace. Journal of International Marketing, (7) Issue 3 (Link)
  • Berthon, P., Pitt, L., Katsikeas, C. (1999). Marketing and technical managers: An inter‐functional exploration of problem perception. European Journal of Marketing, (33) Issue 7-8 (Link)
  • Levett, P., Page, M., Nel, D., Pitt, L., Berthon, P., Money, A. (1999). Towards an application of option pricing theory in the valuation of customer relationships. Journal of Strategic Marketing, (7) Issue 4 (Link)
  • Berthon, P., Hulbert, J., Pitt, L. (1999). To serve or create? Strategic orientations toward customers and innovation. California Management Review Issue 1 (Link)
  • Berthon, P., Katsikeas, C. (1998). Essai: Weaving postmodernism. Internet Research, (8) Issue 2 (Link)
  • Pitt, L., Berthon, P., Lane, N. (1998). Gaps within the IS department: Barriers to service quality. Journal of Information Technology, (13) Issue 3 (Link)
  • Berthon, P., Pitt, L. (1998). The marketing amphisbaena: A comment on Gordon foxall7s ‘the marketing firm’. Journal of Strategic Marketing, (6) Issue 2 (Link)
  • Berthon, P., Pitt, L., Morris, M. (1998). The impact of individual and organizational factors on problem perception: Theory and empirical evidence from the marketing-technical Dyad. Journal of Business Research, (42) Issue 1 (Link)
  • West, D., Berthon, P. (1997). Antecedents of risk-taking behavior by advertisers: Empirical evidence and management implications. Journal of Advertising Research, (37) Issue 5
  • Pitt, L., Berthon, P. (1997). Editorial. Journal of Strategic Marketing, (5) Issue 4 (Link)
  • Pitt, L., Berthon, P., Morris, M. (1997). Entrepreneurial pricing: the Cinderella of marketing strategy. Management Decision, (35) Issue 5 (Link)
  • Berthon, P., Pitt, L., Berthon, J., Crowther, C., Bruwer, L., Lyall, P., Money, A. (1997). Mapping the marketspace: Evaluating industry web sites using correspondence analysis. Journal of Strategic Marketing, (5) Issue 4 (Link)
  • Prendergast, G., Pitt, L., Berthon, P. (1997). Packaging, the environment, and European legislation: marketing's response. Journal of Euromarketing, (6) Issue 2 (Link)
  • Pitt, L., Berthon, P., Robson, M. (1997). The internationalization of management knowledge dissemination: A dialectic. Journal of World Business, (32) Issue 4 (Link)
  • Berthon, P., Pitt, L., Prendergast, G. (1997). Visits, hits, caching and counting on the World Wide Web: old wine in new bottles?. Internet Research, (7) Issue 1 (Link)
  • Page, M., Pitt, L., Berthon, P., Money, A. (1996). Analysing customer defections and their effects on corporate performance: The case of Indco. Journal of Marketing Management, (12) Issue 7 (Link)
  • Morris, M., Pitt, L., Berthon, P. (1996). Entrepreneurial activity in the Third World informal sector: The view from Khayelitsha. International Journal of Entrepreneurial Behaviour & Research, (2) Issue 1 (Link)
  • Page, M., Pitt, L., Berthon, P. (1996). Analysing and reducing customer defections. Long Range Planning, (29) Issue 6 (Link)
  • Pitt, L., Berthon, P. (1996). Educating the international manager: divergent global perspectives. Textile Horizons, (16) Issue 4
  • Berthon, P., Pittb, L., Watson, R. (1996). Re-surfing w 3 : Research perspectives on marketing communication and buyer behaviour on the worldwide web. International Journal of Advertising, (15) Issue 4 (Link)
  • Watson, R., Pitt, L., Berthon, P. (1996). Service: The Future of Information Technology. Data Base for Advances in Information Systems, (27) Issue 4 (Link)
  • Pitt, L., Caruana, A., Berthon, P. (1996). Market orientation and business performance: Some European evidence. International Marketing Review, (13) Issue 1 (Link)
  • Berthon, P., Pitt, L., Watson, R. (1996). Marketing communication and the world wide web. Business Horizons, (39) Issue 5 (Link)
  • Nel, D., Pitt, L., Berthon, P., Prendergast, G. (1996). Social decision schemes and group processes: Some impacts on decision making. Journal of Managerial Psychology, (11) Issue 6 (Link)
  • Berthon, P., Pitt, L., Watson, R. (1996). The World Wide Web as an advertising medium: Toward an understanding of conversion efficiency. Journal of Advertising Research, (36) Issue 1
  • Wang, E., Nasr, N. I., Berthon, P. Mindfulness as a Road to Ethics in Marketing. Journal of Business Ethics (In Progress)
  • Wang, E. J., Berthon, P., Newell, S. Making Sense of Big Data: A Sensemaking Perspective on the Use of Big Data in Organizations' Strategizing. Strategic Information Systems (In Progress)
  • Morgan, R., Berthon, P. Learning, Innovation and Performance: Evidence for the Biotech Industry. Journal of Management Studies (Forthcoming)
  • Berthon, P., Pitt, L., Berthon, J. e-Relationships for e-Readiness: Trust & Cultural Values in International eB2B. Industrial Marketing Management (Forthcoming)
  • Berthon, P., Hulbert, J. M. From Genesis to Revelations: Technology, Marketing and Society. Technology and Business Strategy (Forthcoming)
  • Prinsloo, M., Pitt, L., Berthon, P. Its In The Doing: Why The Implementation Of Marketing Strategy Often Leads To Failure. Advertising Express (Forthcoming)

    • Book Chapters

  • Berthon, P. (2024). Sensemaking and Sustainability: A Sensemaking Perspective on the Ethical Use of Big Data in Marketing Strategizing Sustainable Development Seen Through the Lenses of Ethnoeconomics and the Circular Economy. Springer
  • Pitt, C., Berthon, P., Cross, I., Hooper, V., Ferreira, J. (2019). Marketing Strategy Implications of Employee Brand Engagement: Optimism and Commonality: An Abstract . Springer Nature (Link)
  • Berthon, P., Fedorenko, I., Pitt, L., Fergason, S. (2018). Can Brand Custodians Cope with Fake News? Marketing Assets in the Age of Truthiness and Post-fact Handbook of Advances in Marketing in an Era of Disruptions: Essays in Honour of Jagdish N. Sheth.
  • Lilford, N., Berthon, P., Harrison, T. (2016). Beyond Feedback Orientation: Exploring the Quality of the Feedback Environment in Financial Services Sales. Celebrating America‚Äôs Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?. Springer International Publishing
  • Bal, A., Pitt, L., Berthon, P. (2015). Caricatures, Cartoons, Spoofs and Satires: Political Brands as Butts . Springer Nature (Link)
  • Campbell, C., Pitt, L., Berthon, P., Nel, D. (2015). Charting Chatter: What Consumer Generated Advertising Seems to be Saying About Brand Personality . Springer Nature (Link)
  • Berthon, P., Ewing, M., Napli, J. (2015). A Theoretical Framework for Establishing and Managing Mutual Brand Knowledge . Springer Nature (Link)
  • Pitt, L., Berthon, P., Nel, D. (2015). Customers are Seldom Customers: Customer Designations as Labels and their Implications for Marketing Strategy . Springer Nature (Link)
  • Pitt, L., Berthon, P., Robson, M., Prendegast, G. (2015). Does Corporate Entrepreneurship Influence Innovation in Service Firms? . Springer Nature (Link)
  • Pitt, L., Berthon, P., Morris, M., Nel, D. (2015). Entrepreneurial Pricing: The Cinderella of Marketing Strategy . Springer Nature (Link)
  • Cross, I., Wiggins, R., Berthon, P. (2015). Putting the ‘Business’ Back into B-School Education . Springer Nature (Link)
  • Nairn, A., Berthon, P. (2015). Market segments: Revealed or constructed? . Springer Nature (Link)
  • Pehlivan, E., Berthon, P. (2015). In-Forming the Iphone: Sequence and Frequency of Technological Transmutations as Reflected in the Collective Media . Springer Nature (Link)
  • Pitt, L., Berthon, P. (2015). Internationalizing the Marketing Curriculum: A Global Perspective (or Two) . Springer Nature (Link)
  • Bal, A., Allen, A., Pitt, L., Berthon, P. (2015). I’M Lovin’ it: The Salience of Mcdonald’s Logo, Slogans and Colors on Children . Springer Nature (Link)
  • Berthon, P., Pitt, L. (2015). Marketing and Human Resource Managers: Differences in Perception and Decision-Making . Springer Nature (Link)
  • Samouel, P., Pitt, L., Berthon, P., Money, A. (2015). Some Effects of Response Position in Examples to Respondents . Springer Nature (Link)
  • Campbell, C., Pitt, L., Berthon, P. (2015). Multiple Meanings? A Mutual Knowledge Perspective on Brand Co-creation . Springer Nature (Link)
  • Pitt, L., Berthon, P., Prendegast, G., Nel, D. (2015). On the Reliability and Validity of the Servqual Instrument in South Africa . Springer Nature (Link)
  • Samouel, P., Pitt, L., Berthon, P., Money, A. (2015). Vertical Control and Performance: The Role of Power, Relational Norms and Transaction Cost Analysis in Distribution Channels . Springer Nature (Link)
  • Berthon, P., Pitt, L., Watson, R. (2015). Re-Surfing the Web: Research Perspectives on Marketing Communication and Buyer Behaviour on the W3 . Springer Nature (Link)
  • Berthon, P., John, J. (2015). The marketing-it paradox: Interactions from the customer's perspective . Taylor and Francis
  • Levett, P., Page, M., Pitt, L., Money, A., Berthon, P., Nel, D. (2015). Towards an Application of Option Pricing Theory in the Valuation of Customer Relationships . Springer Nature (Link)
  • Berthon, P., John, J. (2014). From entities to interfaces: Delineating value in customer-firm interactions . Taylor and Francis
  • Berthon, P. (2012). A Trick of the Tail: Branding, Communications, and Strategy Legends in Marketing: Morris B. Holbrook. Sage (Forthcoming)
  • Berthon, P., DesAutels, P., Clark-Williams, C. (2011). Green Digits: Towards an Ecology of IT Thinking Oxford Handbook of Management Information Systems. Oxford: Oxford University Press
  • Berthon, P., Watson, R., Pitt, L. (2011). One Laptop Per Child (OLPC): From Instrumentality to Emergence in Information Systems Oxford Handbook of Management Information Systems. Oxford: Oxford University Press
  • McCarthy, I., Pitt, L., Berthon, P. (2011). Service Customization Through Dramaturgy . Springer Nature (Link)
  • Berthon, P., John, J. (2007). The Marketing-IT Paradox: Interactions from the Customer's Perspective . NY: Armonk
  • Berthon, P., Hulbert, J. M. (2006). Emergence: Technology, Marketing, and Society . NJ: Financial Times-Prentice Hall
  • Berthon, P., John, J. (2006). From Entities to Interfaces: Delineating Value in Customer-Firm Interaction . Unknown: M.E. Sharpe Publishers

    • Conference Proceedings

  • Berthon, P. (2025). “Saxolfaction: The Sense of Smell on Saxaphone Performance Intonation”
  • Wang, E., Berthon, P., Su, Y. (2025). “Rethinking AI and Big Data in Marketing Strategy: Emphasizing Ethics through a Sensemaking Perspective”
  • Su, Y., Wang, E., Berthon, P. (2023). “Ethical Marketing AI? A Structured Literature Review of the Ethical Challenges Posed by Artificial Intelligence in the Domains of Marketing and Consumer Behavior”
  • de Fauconberg, A., Berthon, P., Berthon, J. (2018). “Rethinking the marketing of World Heritage Sites: Giving the past a sustainable future”
  • Berthon, P., Pitt, L., Kietzman, J., Schau, H. (2013). “The Rise of Creative Consumers” Academy of Marketing Science Monterey CA
  • Bal, A., Pitt, L., Berthon, P. (2013). “I‚Äôm Lovin‚Äô It: The Salience of McDonald‚Äôs Logo, Slogans and Colors on Children” Academy of Marketing Science Monterey, CA
  • Cross, I. R., Berthon, P., Pitt, L. (2013). “Annual Meeting” AMS Monterey, CA
  • Berthon, P., Pitt, L., Chan, A. (2012). “Wine‚Äôs Role In Society: The Stories That Cartoons Tell” Proceedings of International Conference on Innovation & Trends in Wine Management
  • Berthon, P. (2011). “Animals and Avatars: Creatures and Consumption in the Virtual World” Academy of Marketing Science Reims France
  • Berthon, P., Berthon, J. (2011). “Of Time and Knowledge: Conceptualizing the Luxury Brand” Academy of Marketing Science Reims France
  • Pehlivan, E., Berthon, P. (2010). “Green irony: Using irony to question questionable consumption” Society of Marketing Advances Atlanta, GA
  • Berthon, P., Des Autels, P., Butaney, G. (2010). “Created creates creator”
  • Desautels, P., Berthon, P. (2009). “Sustainable notebooks: Who carries the cost?”
  • Gorecki, J., Berthon, P., DesAutels, P., Donnellan, B., Teigland, R. (2008). “The multinational's nemesis: The rise of ict-enabled distributed collective intelligence?”
  • Berthon, P., Pitt, L. (2007). “Creative Consumption: Strategic Stances to Creative Consumers”
  • Berthon, P., Pitt, L. F., Campbell, C. (2007). “Multiple Meanings? A Mutual Knowledge Perspective on Brand Co-Creation”
  • Watson, R., Zinkhan, G., Berthon, P., Dyer, B. (1997). “Marketing and MIS: Another entry on the MIS dance card or the true partner?”

    • Digital and Electronic Media, Social Media, Blogs, Podcasts

  • 1964. "Boston Globe"

    • Other Scholarly Work

  • Cross, I. R. (2018). Print vs. Digital: Informational Mediums' Impact on Brand Sentiment and Recall. Center For Marketing Technology (In Progress).

    • Presentations

  • Su, Y., Wang, E., Berthon, P. (2023). “Ethical marketing AI? A review of the ethical challenges posed by artificial intelligence in marketing and consumer behavior.” Presented at the Proceedings of the 56th Hawaii International Conference on System Sciences 2023. Hawaii
  • Wang, J., Berthon, P., Nasr, N. I. (2020). “Mindfulness and Service Quality: Exploring the Effect of State Mindfulness on Service Encounter Quality” Presented at the American Marketing Association American Marketing Association 2020 Summer Conference Online
  • Berthon, P. (2019). “Brand Virtue Signaling” Presented at the Boston University Brands and Brand Relationships Questrom School of Business, Boston University
  • Cross, I. R., Berthon, P. (2019). “IoT and Wearables - Marketing Implications” Presented at the Univ of Hawaii HICSS Wailea
  • Berthon, P. (2019). “The Dark Side of IoT” Presented at the Shindler School of Business Hawaii International Conference on System Sciences (HICSS) 52 Maui, Hawaii
  • Fedorenko, I., Berthon, P. (2018). “What in the world are you watching: parents' reflections of their (dis)approval of (in)appropriate media content” Presented at the Marketing Management Association Spring 2018 MMA Conference Chicago IL
  • Fedorenko, I., Berthon, P. (2017). “Marketing secrets: a conceptual model and research program” Presented at the Bentley University Bentley University Research Showcase Waltham, MA
  • Fedorenko, I., Berthon, P. (2017). “A social identification model of stakeholder value creation” Presented at the American Marketing Association 2017 Summer AMA Conference San-Francisco, CA
  • Fedorenko, I., Berthon, P. (2017). “Value co-creation in crowdsourcing ventures” Presented at the Cyrus Institute of Knowledge CIK - 5th International Conference MIT, Cambridge MA
  • Fedorenko, I., Berthon, P. (2017). “Dividing the Crowd: Market Segmentation for Crowdsourcing Ventures” Presented at the Marketing Management Association Spring 2017 MMA Conference Chicago, IL
  • Wang, E. J., Berthon, P. (2016). “Mindfulness and Ethical Marketing” Presented at the Academy of Marketing Science 2016 Annual Conference Orlando, Florida
  • Rabinovich, T., Berthon, P. (2015). “The Art of Evading Evasion: Technology Enabled Remote Supervision of Doctoral Research - Perspectives from Supervisors and Technology Consultants” Presented at the Association For The Advancement Of Computing In Education (AACE) E-Learn - World Conference on E-Learning Kona, Hawaii, USA
  • Lilford, N., Berthon, P. (2015). “Beyond Feedback Orientation” Presented at the 2015 Academy of Marketing Science Annual Conference Denver, Colorado
  • Wang, E. J., Berthon, P. (2015). “Mindfulness and Marketing Strategizing” Presented at the South Asia Institute at Harvard University, Bentley University, Southern New Hampshire University, and Suffolk University CIK conference 2015 Cambridge, MA, USA
  • Rabinovich, T., Berthon, P. (2014). “Evolving the Defense: Exploring and Managing the Technology Enhanced PhD Defense” Presented at the E-Learn 2014 - World Conference on E-Learning New Orleans, Louisiana, USA
  • Hanna, D., Berthon, P., Pitt, L. (2014). “Exploring the Sources, Characteristics, and Effects of Information Boundaries in Organizations” Presented at the Academy of Management Philadelphia, Pennsylvania
  • Pelivan, E., Berthon, P., Huges, M., Berthon, J. (2014). “Marketing Duplicity” Presented at the International Network of Business and Management Journals (INBAM) Barcelona, Spain
  • Hanna, D., Berthon, P., Pitt, L. (2014). “How can secrecy mechanisms appropriate value from organizational innovations?” Presented at the Western Academy of Management Napa, CA
  • Berthon, P., Pitt, L., Kietzman, J., Schau, H. (2013). “The Rise of Creative Consumers” Presented at the Academy of Marketing Science Academy of Marketing Science Conference Monterey CA
  • Bal, A., Pitt, L., Berthon, P. (2013). “I‚Äôm Lovin‚Äô It: The Salience of McDonald‚Äôs Logo, Slogans and Colors on Children” Presented at the Academy of Marketing Science Academy of Marketing Science Conference Monterey, CA
  • Cross, I. R., Berthon, P., Pitt, L. (2013). “Annual Meeting” Presented at the AMS AMS 2013 Monterey, CA
  • Berthon, P. (2011). “Animals and Avatars: Creatures and Consumption in the Virtual World” Presented at the Academy of Marketing Science The 15th Biennial World Marketing Congress Reims France
  • Berthon, P., Berthon, J. (2011). “Of Time and Knowledge: Conceptualizing the Luxury Brand” Presented at the Academy of Marketing Science The 15th Biennial World Marketing Congress Reims France
  • Pehlivan, E., Berthon, P. (2010). “Green irony: Using irony to question questionable consumption” Presented at the Society of Marketing Advances Society of Marketing Advances 2010 Atlanta, GA
  • Berthon, P., Pitt, L., Campbell, C., Robson, M. (2008). “Creative Consumers: Awareness, Attitude & Action - Instrument & Preliminary Results” Presented at the Academy of Marketing Annual Conference 2008 Aberdeen Business School, Scotland, 8th - 10th July
  • Berthon, P., Pitt, L. (2008). “Lampooning Latte: Understranding Caricature in Advertising” Presented at the Academy of Marketing Annual Conference 2008 Aberdeen Business School, Scotland, 8th - 10th July
  • Cross, I. R., Berthon, P., Wiggins, R. A. (2008). “Putting the 'Business' Back in B-School Education” Presented at the Academy of Marketing Science Vancouver, Canada
  • Berthon, P., Pitt, L. (2008). “Toward a Theory of Spoof Advertising” Presented at the Acedemy of Marketing Science Vancouver, Canada
  • Berthon, P., Cross, I. R., Boshoff, C. (2008). “COO2: From Country of Origin to Caricature of Origin” Presented at the Corporate Identity Research Group 5th International Conference on Strategically Managing Corporate R Segal Graduate School of Business, Simon Fraser University
  • Berthon, P., Pitt, L., Caruana, A. (2008). “Managing Business School Brands” Presented at the Corporate Identity Research Group 5th International Conference on Strategically Managing Corporate R Segal Graduate School of Business, Simon Fraser University
  • Berthon, P., Pitt, L. (2007). “Creative Consumption: Strategic Stances to Creative Consumers” Presented at the AMA Winter Educators' Conference Proceedings: Market Theory and Applications San Deigo, CA
  • Berthon, P., Pitt, L. F., Campbell, C. (2007). “Multiple Meanings? A Mutual Knowledge Perspective on Brand Co-Creation” Presented at the Proceedings of the Annual Conference of the Academy of Marketing Science Miami, Florida
  • Merwe, R., Pitt, L., Berthon, P., Katsikias, C. (2007). “Opinion Leaders: Social Networks & Relationships” Presented at the Society for Consumer Psychology Las Vegas
  • Berthon, P., Pitt, L. F., Campbell, C. (2007). “Common Ground: Does Brand Meaning Exist in Similarity or Sigularity?” Presented at the Thought leaders International Conference on Brand Management University of Birmingham, UK
  • Berthon, P., Pitt, L. (2006). “Creative Consumers: Awareness, Attitude & Action: Instrument & Preliminary Results” Presented at the EMAC 2006 Athens, Greeve
  • Prinsloo, M., Berthon, P., Papania, L., Pitt, L., Nel, D. (2006). “Brand Management Effectiveness in South African Firms: A Study of Performance Consequences” Presented at the Society for Marketing Advances Nashville, TN
  • Berthon, P., Prinsloo, M., Spyropoulou, S. (2006). “Will Today's ICON Be Tomorrows? Changing Preferences of South African Firms for Modes of Strategic Focus” Presented at the Society for MArketing Advances Nashville, TN
  • Williams, C. B., Berthon, P. (2005). “An Open Source Model for Democratic Politics” Presented at the International Conference of e-Government Ottawa, Canada
  • Berthon, P., Hulbert, M. (2005). “A Meta-Theoretical Model of Strategy” Presented at the Strategic Management Society, 25th Annual International Conference Orlando, Florida

    • Service

    Service: Professional

  • Editor, Journal for Editorial Board - Business Horizons 1/1/15 - Present
  • Editorial Review Board Member for Editorial Board - Industrial Marketing Management 1/1/15 - Present
  • Editorial Review Board Member for Editorial Board - International Journal of Advertising 1/1/15 - Present
  • Editorial Review Board Member for Editorial Board - Journal of Asia Pacific Marketing 1/1/15 - Present

    • Service: University

  • Committee Member for PhD Admissions Committee 1/1/23 - Present
  • Committee Member for PhD Council 1/1/23 - Present
  • Committee Member for IDCC Academic Recruitment Committee. 1/1/17 - Present
  • Committee Member for IDCC Tenure Track Review Committee. 1/1/17 - Present