Luc Wathieu
Full Professor and Associate Dean of Faculty
Prof. Luc Wathieu joined ESMT European School of Management and Technology in September 2007 and three months later was appointed Associate Dean of Faculty. He joined ESMT after ten years as a permanent faculty member at Harvard Business School. Prior to that, he was an assistant professor at the Hong Kong University of Science and Technology. A native of Belgium, he obtained his PhD in Management (with a specialization in Decision Sciences) from INSEAD in 1995. He holds a MSc in Economics from the University of Namur.
Luc’s field of specialization is marketing, with emphasis in customer behavior and marketing strategy. His research combines mathematical models, experiments, and case studies, and covers topics such as pricing, differentiation, interactive marketing, adaptive behavior, consumer empowerment. In general, his research seeks to understand how firms can bring and maintain customers in a high state of engagement and willingness to pay. His scholarly papers have been published in leading journals such as Management Science, Marketing Science, and the Journal of Consumer Research. He is an associate editor for Management Science and is on the editorial board of the Journal of Consumer Research, the International Journal of Research in Marketing and Recherche et Applications en Marketing.
At Harvard, Luc developed a popular MBA elective course entitled “Understanding Customers,” which helped students develop needed competencies in conceptualizing and researching consumer issues. He extensively consulted and taught in a number of executive education programs in the USA, Asia, and Europe.
