Mar­tin Jarmatz

Martin Jarmatz has been teaching pricing and commercial strategy at Copenhagen Business School since 2014. His work explores how companies design pricing strategies, revenue models, and commercial growth engines that align marketing, sales, and customer value creation.

Alongside his academic work, Martin is Head of Revenue & Growth at Vivino, the world’s largest online wine marketplace, where he leads initiatives across monetization, pricing strategy, and customer value management.

He completed his PhD in 2018 with the thesis “Organizing for Pricing,” supervised by Sof Thrane and Stephan M. Liozu and conducted in collaboration with GN Group, a global manufacturer of hearing and communication devices.

Martin’s work sits at the intersection of strategy, pricing, and customer behavior, with a particular focus on how companies design revenue models and pricing levers that align willingness-to-pay, customer value perceptions, and sustainable business performance.

Prior to joining Vivino, he held senior roles in strategy and commercial management in the telecommunications industry, working on pricing strategy, digital business models, and commercial performance management.

Over the years, he has presented research and practical perspectives on pricing at international conferences and industry events, including the Professional Pricing Society.

Areas of expertise include:
-Pricing strategy and value-based pricing
-Customer value management and willingness-to-pay
-Revenue model design and monetization strategies
-Digital pricing and subscription-based business models
-Psychology and customer decision-making
-Branding and marketing
-Pricing organization, governance, and decision rights
-Pricing fairness and customer value perception