Bentley University Professor Pierre Berthon developed the methodology to help determine which cities around the world have the most intellectual capital as part of the Greater Boston Chamber of Commerce Global Talent Index (GTI). Professor Ian Cross, director of Bentley’s Center for Marketing Technology, coordinated the project.

Bentley University visiting scholar Philip DesAutels served as chairman of the jury for the Globe Forum's Globe Award for Sustainability Innovation 2011, which will be presented on May 12 at the Stockholm Waterfront Congress Centre in Sweden. Also serving on the jury of internationally recognized experts was Pierre Berthon, Bentley University marketing professor and Clifford F. Youse Chair of Marketing. DesAutels was also a featured speaker at the 2009 and 2010 Globe Forums.

Bentley University professor Pierre Berthon's current research received the Best Paper Award on the Marketing Strategy Track of the 2010 Australia and New Zealand Marketing Academy Conference (ANZMAC).  Berthon co-wrote the paper "Creative Consumers: Awareness, Attitude & Action - Instrument & Preliminary Results" with Colin Campbell (Simon Frazer University), Leyland Pitt (Simon Frazer University) and Ian McCarthy (Simon Frazer University).  The award was presented at the annual conference held at the University of Canterbury in New Zealand from November 30 to December 2, 2010.

Bentley University Professor Pierre Berthon won a 2010 Best Paper Award from Business Horizons for the paper entitled "Event Sponsorship and Ambush Marketing: Lessons from the Beijing Olympics,"  published in the May-June 2010 issue. The article outlines the "Li Ning Affair" - how major Olympic sponsor Adidas was ambushed by a lesser-known Chinese competitor, Li Ning, whose namesake founder lit the Olympic flame at the 2008 Beijing Olympiad.