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Hernan Bruno

Assistant Professor of Marketing


Hernan Bruno was an Assistant Professor of Marketing at INSEAD. He is a professor at the University of Cologne.Before joining INSEAD in 2008, Professor Bruno taught in the Master Program at Erasmus University in Rotterdam. He holds a Master in Research and a PhD from London Business School. Prior to his career in business academia, he was a researcher in Analytical Chemistry at the University of Buenos Aires and a consultant at McKinsey and Company. Professor Bruno is a marketing modeller who uses tools from statistics and economics to answer substantial marketing questions and develop useful marketing and economic methodologies. His work has been presented at the most important marketing conferences and published in Marketing Science. Currently, he is studying pricing issues in B2B markets. In particular, he is using actual transactional databases from industrial companies to understand how prices affect the long-term relationship between the customer and the selling organization and how price perception evolves over time in the context of repeated interactions.


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Would You Buy an iPhone Because Apple “Creates” American Jobs?

A couple of days ago Apple released some numbers of how many jobs it creates in the United States. And that number is close to half a million. Apart from the 47,000 jobs “at Apple”, there are about 250 thousand engineering, sales, logistics and service jobs that created by the mere existence of Apple. Plus Apple claims that it creates 200 thousand jobs that can be ascribed to the “iOS app economy”. Check here for the data and Apple’s view.


What does a $100bn valuation for Facebook mean?

If you follow financial or technology news, you’ve probably already read plenty of stories about Facebook going public. You know about all the Facebook millionaire (or billionaire!) employees, its financials, its mission to “connect” the world, and the unusual degree of control that Mark Zuckerberg will hold. My colleague Miklos Sarvary has two very good posts on the INSEAD blog here and here, putting Facebook’s dominance and valuation into the general context of social media and advertising.