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.