Luc Wathieu

Luc Wathieu is an associate professor at the McDonough School of Business, Georgetown University. He was a full professor and the associate dean of faculty at ESMT European School of Management and Technology 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, the Journal of Marketing, the Journal of Marketing Research, 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.

Luc has taught undergraduate, MBA, PhD and executive education courses in marketing management, pricing, branding, and communications, in Asia, Europe, Africa, and the US. He directed several executive education programs at ESMT and has consulted or taught seminars for Thyssenkrupp, Bosch, WestPharma, Galderma, Daimler, Pfizer, Havas, China National Communications, GoodYear, and Disney Consumer Products.