Pierre Berthon

  • Professor, Information Design and Corporate Communication
  • 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

Bio

Professor Berthon has held academic positions at Columbia University in the US, Henley Management College, Cardiff University and University of Bath in the UK. He has also taught or held visiting positions at Rotterdam School of Management, Copenhagen Business School, Norwegian School of Economics and Management, Cape Town Business School, University of Cape Town and Athens Laboratory of Business Administration.

Before joining academia, he worked for Lotus Engineering and Lotus Sports Cars as a development engineer.

Professor Berthon has worked with various national and international organizations including Microsoft, Apple, USPS, BP, Shell, Ernst and Young, Price Waterhouse, Colgate Palmolive, The Economist, The Metropolitan Police, Monsanto, Southern Life, Tompson Travel, Desmonds Textiles, Juta Press, Cosmopolitan, Pricewaterhouse Coopers and Oxford University Press.

Professor Berthon's teaching and research focuses on technology and society, electronic commerce, marketing information processing, organization and strategy, and management decision-making. He has written over 150 academic papers. A number of his papers have won awards in the US and in the UK.

Awards and Honors

  • 2012, Best Paper, International Journal of Wine Business Research
  • 2012, Editors choice for best paper, Business Horizons
  • Publications

    Journal Articles


  • 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.
  • 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.
  • Mills, A., Berthon, P., Pitt, C. (2018). Agile authorship: Evolving models of innovation for information-intensive offerings.. Journal of Business Research.
  • 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) 2 218-227.
  • 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.
  • 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) 3-4 233-239.
  • 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) 3-4 183–194. (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)
  • Wang, E. J., Berthon, P., Leyland, P., McCarthy, I. (2016). Service, emotional labor, and mindfulness. Business Horizon, (59) 6 655-661. (Link)
  • Jurgens, M., Berthon, P., Edleman, L. (2016). Social Media Revolutions: The Influence Of Secondary Stakeholders. Business Horizons, (59) 2 129–136.
  • Hannah, D., Treen, E., Berthon, P., Pitt, L. (2016). But you promised! Managing consumers’ psychological contracts. , (4) 59 363-368.
  • 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
  • Fedorenko, I., Berthon, P., Rabinovich, T. (2016). Crowded identity: Managing crowdsourcing initiatives to maximize value for participants through identity creation. Business Horizons, (59) 6
  • Robson, K., Pitt, L., Berthon, P. (2015). Looking For Yes: What Improv Theater Can Teach Service Firms. Business Horizons, (58) 4
  • 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.
  • 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 2 - 20.
  • Berthon, P., Pitt, L. (2015). The Magic of Secrets. Business Horizons, (58) 6 589-590.
  • 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.
  • 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.
  • Pehlivan, E., Berthon, P., Pitt, L. (2013). When outsourcing fragments: Customer creativity and Technological Transmutations. Journal Production Planning and Control, (24) 4-5 284-293.
  • 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.
  • 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.
  • 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.
  • 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 9-15.
  • 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.
  • 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 1-10.
  • Chakrabarti, R., Berthon, P. (2012). Gift giving and social emotions: experience as content. Journal of Public Affairs, (12) 2 154–161.
  • Berthon, P., Pitt, L. (2012). Brands and Burlesque: Toward a Theory of Spoof Advertising. Academy of Marketing Science Review, (2) 2-4 88-98.
  • 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.
  • DesAutels, P., Berthon, P. (2011). The PC (Polluting Computer): Forever A Tragedy Of The Commons?. Journal of Strategic Information Systems, (20) 1 113-122.
  • Berthon, P., Donnellan, B. (2011). The Greening of IT: Paradox or Promise?. Journal of Strategic Information Systems, (20) 1 3 - 15.
  • 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., Pitt, L., Chakrabarti, R., Berthon, J. (2011). Brand Worlds: From Articulation to Integration. Journal of Advertising Research, (51) 1 182 - 196.
  • Campbell, C., Pitt, L., Berthon, P. (2011). Understanding Consumer Conversations Around Ads in a Web 2.0. Journal of Advertising, (40) 1 87-102.
  • 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). Tracking back-talk in consumer-generated advertising: An analysis of two interpretative approaches. Journal of Advertising Research, (51) 1 224-238.
  • Pehlivan, E., Berthon, P., Pitt, L. (2011). Ad Bites: Towards a Theory of Ironic Advertising. Journal of Advertising Research, (51) 2 417- 426.
  • 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.
  • Berthon, P., Campbell, C., Pitt, L. (2011). Creative consumers: awareness, attitude and action. Journal of Consumer Marketing, (28) 7 500 – 507.
  • 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.
  • Berthon, P., Pitt, L., DesAutels, P. (2011). Unveiling Videos: Consumer Generated Ads as Qualitative Inquiry. Psychology and Marketing, (28) 10 1044–1060.
  • Pitt, L., Berthon, P., Robson, K. (2011). Deciding When to Use Tablets for Business Applications. MIS Quarterly Executive, (10) 3 133-139.
  • DesAutels, P., Berthon, P., Salehi-Sangari, E. (2011). Rising to the challenge: A model of contest performance. Journal of Financial Services Marketing, (3/4) 263–274.
  • 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.
  • 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., Parent, M., Berthon, P., Steyn, P. (2010). Event Sponsorship and Ambush Marketing: Seven Lessons from the Beijing Olympics. Business Horizons, (53) 3 281-290.
  • 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., Berthon, P., Parent, M. (2010). The Social Media Release as a Corporate Communications Tool for Bloggers. IEEE Transactions on Professional Communication, (PP) 99 1-19.
  • 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 1 - 15.
  • Berthon, P., Pitt, L. (2010). Efficiency, Effectiveness, Emergence: The Three Stages of Designing for Consumers. Business Horizons, (53) 4 419-425.
  • 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.
  • 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) 11/12 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.
  • 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) 1-10.
  • Berthon, P., Galliers, R. D. (2008). The Three Rs: Rigor, Relevance and Rapprochement. EFMD Global Focus, (2) 1 60-71.
  • 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., Pehlivan, E., DesAutels, P. (2008). Remembering Epimetheus: Biotechnologies & the market. Journal of Commercial Biotechnology, (14) 3 257-264.
  • 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., Pitt, L., Berthon, J. (2008). e-Relationships for e-Readiness: Trust & Cultural Values in International eB2B. Industrial Marketing Management, (37) 83-91.
  • 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., Ewing, M., Napoli, J. (2008). Brand Management in Small-to-Medium Sized Enterprises. Journal of Small Business Management, (46) 1 27-45.
  • 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., Pitt, L. (2008). AdLib: When Consumers Create the Ad. California Management Review, (50) 4 6-30.
  • Berthon, P., Pitt, L., McCarthy, I. (2007). When Customers Get Clever: Managerial Approaces To Dealing With Creating Consumers. Business Horizons, (50) 1 39 - 50.
  • 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., 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., 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., 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., 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.
  • 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., 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.
  • 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.
  • 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 1-9.
  • 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 1-18.
  • 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 12-25.
  • 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.
  • 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.
  • Berthon, P., Hulbert, J. M., Pitt, L. (2005). Consuming Technology: Why Marketers Sometimes Get It Wrong. California Management Review.
  • 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.
  • Pitt, L., Berthon, P. (2005). Does Your School Have Personality? The MBA Brand Personality. PREMIER, Research Journal of Pretoria University, (34) 3 29-33.
  • Berthon, P., Pitt, L., McCarthy, I. (2005). Creative Consumers: Stances Towards Consumer Innovations. European Business Forum, (24) 4 23-39.
  • Nysveen, H., Pedersen, P. E., Berthon, P. (2005). Mobilizing the Brand. Journal of Service Research, (7) 3 257 - 277.
  • Berthon, P., Pitt, L. (2005). Captivating Company: Dimensions of Attractiveness in Employer Branding. International Journal of Advertising, (24) 2 1-9.
  • Berthon, P., Pitt, L. (2005). The Paradox of Advertising. International Journal of Advertising, (24) 4 539-546.
  • 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., Pitt, L. (2005). The Enigma of Advertising. Advertising Express, (15) 12 30-33.
  • Berthon, P., Holbrook, M., Hulbert, M. (2004). Understanding and Managing the Brand Space. Sloan Management Review, (44) (2) 49-55.
  • Krepapa, A., Berthon, P. (2003). Making Meaning: Interpretive Diversity and Market Learning - A Model and Propositions. Marketing Theory, (3) 2 179 - 200.
  • Berthon, P., Pitt, L., Bakkeland, G. (2003). Norms and Power in Marketing Relationships: Alternative Theories and Empirical Evidence. Journal of Business Research, (56) 9 1-11.
  • 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., Hulbert, M. (2003). Marketing Metamorphosis: Breaking Boundaries. Business Horizons. May-June 2003
  • 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 1-9.
  • Van der Merwe, R., Pitt, L., Berthon, P. (2003). Excellent Companies Ethical? Evidence from an Industrial Setting. Corporate Reputation Review, (5) 4 343 - 355.
  • 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.
  • 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.
  • 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.
  • Prinsloo, M., Pitt, L., Berthon, P. (). Its In The Doing: Why The Implementation Of Marketing Strategy Often Leads To Failure. Advertising Express. Forthcoming.
  • Berthon, P., Hulbert, J. M. (). From Genesis to Revelations: Technology, Marketing and Society. Technology and Business Strategy. Forthcoming.

    Book Chapters


  • 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 In , (Eds.) Handbook of Advances in Marketing in an Era of Disruptions: Essays in Honour of Jagdish N. Sheth. 330 - 349.
  • Lilford, N., Berthon, P., Harrison, T. (2016). Beyond Feedback Orientation: Exploring the Quality of the Feedback Environment in Financial Services Sales. In , (Eds.) Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?. 123-124. Springer International Publishing
  • Berthon, P. (2012). A Trick of the Tail: Branding, Communications, and Strategy In , (Eds.) Legends in Marketing: Morris B. Holbrook. Sage Forthcoming.
  • Berthon, P., Watson, R., Pitt, L. (2011). One Laptop Per Child (OLPC): From Instrumentality to Emergence in Information Systems In , (Eds.) Oxford Handbook of Management Information Systems. Oxford: Oxford University Press
  • Berthon, P., DesAutels, P., Clark-Williams, C. (2011). Green Digits: Towards an Ecology of IT Thinking In , (Eds.) Oxford Handbook of Management Information Systems. Oxford: Oxford University Press
  • Berthon, P., John, J. (2007). The Marketing-IT Paradox: Interactions from the Customer's Perspective In J. Seth, R. Sisodia, (Eds.) . 191-197. NY: Armonk
  • Berthon, P., Hulbert, J. M. (2006). Emergence: Technology, Marketing, and Society In Marshall Goldsmith et al, (Eds.) . NJ: Financial Times-Prentice Hall
  • Berthon, P., John, J. (2006). From Entities to Interfaces: Delineating Value in Customer-Firm Interaction In Stephen L. Vargo, Robert F. Lusch, (Eds.) . Unknown: M.E. Sharpe Publishers

  • Conference Proceedings


  • Bal, A.Pitt, L.Berthon, P. (2013). I’m Lovin’ It: The Salience of McDonald’s Logo, Slogans and Colors on Children Academy of Marketing Science, (Academy of Marketing Science Conference)
  • Cross, I. R.Berthon, P.Pitt, L., ., . (2013). Annual Meeting AMS, (AMS 2013)
  • Berthon, P.Pitt, L.Kietzman, J.Schau, H. (2013). The Rise of Creative Consumers Academy of Marketing Science, (Academy of Marketing Science Conference)
  • Berthon, P.Pitt, L.Chan, A. (2012). Wine’s Role In Society: The Stories That Cartoons Tell Proceedings of International Conference on Innovation & Trends in Wine Management, (XI)
  • Berthon, P.Berthon, J. (2011). Of Time and Knowledge: Conceptualizing the Luxury Brand Academy of Marketing Science, (The 15th Biennial World Marketing Congress)
  • Berthon, P. (2011). Animals and Avatars: Creatures and Consumption in the Virtual World Academy of Marketing Science, (The 15th Biennial World Marketing Congress)
  • Pehlivan, E.Berthon, P. (2010). Green irony: Using irony to question questionable consumption Society of Marketing Advances , (Society of Marketing Advances 2010)
  • Berthon, P.Pitt, L. (2007). Creative Consumption: Strategic Stances to Creative Consumers , (AMA Winter Educators' Conference Proceedings: Market Theory and Applications)
  • Berthon, P.Pitt, L. F.Campbell, C. (2007). Multiple Meanings? A Mutual Knowledge Perspective on Brand Co-Creation , (Proceedings of the Annual Conference of the Academy of Marketing Science)

  • Presentations

  • 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
  • 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
  • Berthon, P. (2019). “Brand Virtue Signaling” Presented at the Boston University Brands and Brand Relationships Questrom School of Business, Boston University
  • 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). “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
  • 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). “Marketing secrets: a conceptual model and research program” Presented at the Bentley University Bentley University Research Showcase Waltham, MA
  • 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 the2015 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 theE-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 theAcademy of Management Philadelphia, Pennsylvania
  • Pelivan, E., Berthon, P., Huges, M., Berthon, J. (2014). “Marketing Duplicity” Presented at theInternational 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 theWestern Academy of Management Napa, CA
  • Cross, I. R., Berthon, P., Pitt, L. (2013). “Annual Meeting” Presented at the AMS AMS 2013 Monterey, CA
  • Bal, A., Pitt, L., Berthon, P. (2013). “I’m Lovin’ It: The Salience of McDonald’s Logo, Slogans and Colors on Children” Presented at the Academy of Marketing Science Academy of Marketing Science Conference Monterey, 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
  • 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. (2008). “Toward a Theory of Spoof Advertising” Presented at theAcedemy of Marketing Science Vancouver, Canada
  • Berthon, P., Cross, I. R., Boshoff, C. (2008). “COO2: From Country of Origin to Caricature of Origin” Presented at theCorporate 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 theCorporate Identity Research Group 5th International Conference on Strategically Managing Corporate R Segal Graduate School of Business, Simon Fraser University
  • Cross, I. R., Berthon, P., Wiggins, R. A. (2008). “Putting the 'Business' Back in B-School Education” Presented at theAcademy of Marketing Science Vancouver, Canada
  • Berthon, P., Pitt, L. (2008). “Lampooning Latte: Understranding Caricature in Advertising” Presented at theAcademy of Marketing Annual Conference 2008 Aberdeen Business School, Scotland, 8th - 10th July
  • Berthon, P., Pitt, L., Campbell, C., Robson, M. (2008). “Creative Consumers: Awareness, Attitude & Action - Instrument & Preliminary Results” Presented at theAcademy of Marketing Annual Conference 2008 Aberdeen Business School, Scotland, 8th - 10th July
  • Berthon, P., Pitt, L. (2007). “Creative Consumption: Strategic Stances to Creative Consumers” Presented at theAMA 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 theProceedings 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 theSociety 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 theThought 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 theEMAC 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 theSociety 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 theSociety for MArketing Advances Nashville, TN
  • Williams, C. B., Berthon, P. (2005). “An Open Source Model for Democratic Politics” Presented at theInternational Conference of e-Government Ottawa, Canada
  • Berthon, P., Hulbert, M. (2005). “A Meta-Theoretical Model of Strategy” Presented at theStrategic Management Society, 25th Annual International Conference Orlando, Florida
  • Service

    Department Service


  • Advisory Board - Center For Integration Of Science And Industry - Present
  • Research Committee - Present
  • University Service


  • PhD Committee - Present
  • Research Council - Present
  • Professional Service


  • Marketing Theory Track Chair - Academy of Marketing Science - Present
  • Editor (Associate), Journal for MISQ Special Issue on Green IS - Present
  • Reviewer for Many Journals - Present
  • Editor, Journal for Editorial Board - Business Horizons 2015 - Present
  • Editorial Review Board Member for Editorial Board - Industrial Marketing Management 2015 - Present
  • Editorial Review Board Member for Editorial Board - International Journal of Advertising 2015 - Present
  • Editorial Review Board Member for Editorial Board - Journal of Asia Pacific Marketing 2015 - Present