Luc R Wathieu
Lecturer, Summer 2014
Luc Wathieu joined Georgetown University’s McDonough School of Business in 2010. Prior to that he was associate dean of faculty and the Ferrero Chair in International Marketing at ESMT in Berlin. Luc was on the permanent faculty at the Harvard Business School for ten years, and started his academic career at the Hong Kong University of Science and Technology.
In his research, Luc combines economics and psychology to understand consumer engagement the motivation of consumers to interact with firms and actively explore the relevance of products and benefits. Much of his work has focused on understanding how consumers develop and break habits and brand loyalties. He also examined the engagement effects of specific pricing and communications formats. His work on these topics appeared in academic journals such as Management Science, Marketing Science, Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, International Journal of Research in Marketing, and in the Harvard Business Review. He also wrote many case studies available through Harvard. He serves on the editorial board of Marketing Science, the Journal of Consumer Research, the Journal of Marketing, International Journal of Research in Marketing, and Recherche et Applications en Marketing. He is on the Board the INFORMS Society for Marketing Science.
Luc has taught undergraduate, MBA, Ph.D. and executive education courses in marketing management, pricing, branding, and communications in Asia, Europe, Africa, and the U.S. He directed several executive education programs at ESMT and has consulted or taught for companies such as Thyssenkrupp, Bosch, WestPharma, Galderma, Daimler, Pfizer, Havas, China National Communications, GoodYear, Johnson and Johnson, and Disney Consumer Products.