Luc Wathieu
Affiliate Professor
Luc Wathieu is a professor at Georgetown University and an affiliate professor at ESMT European School of Management and Technology. He was a full professor and associate dean of faculty at ESMT from September 2007 till July 2010. He was also the first chair holder for the Ferrero Chair in International Marketing inaugurated in July 2009. Prior to joining ESMT Luc was ten years on the faculty at the Harvard Business School. A native of Belgium, he obtained his PhD from INSEAD and 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, and consumer empowerment. In general, his research seeks to understand how firms can attract customers and maintain a high state of customer engagement and willingness to pay for quality. His scholarly papers have been published in leading journals such as Management Science, Marketing Science, and the Journal of Consumer Research. He was an Associate Editor for Management Science and serves on the editorial board of the Journal of Consumer Research, International Journal of Research in Marketing, and Recherche et Applications en Marketing.
His course on “Understanding Customers” was among the most popular electives in the MBA curriculum at Harvard, and his current teaching at ESMT focuses on contemporary issues in the commercialization of "higher" consumer needs (such as wellness, philanthropy, traveling, friendship, and personal improvement). He extensively consulted and taught in executive education programs in the USA, Asia, and Europe.
