McDonough School of Business

Luc Wathieu

Luc Wathieu is Professor of Marketing at Georgetown University McDonough School of Business, where he was Deputy Dean from 2013 to 2017. Prior to joining Georgetown in 2010, he served as Associate Dean of Faculty and the Ferrero Chair in International Marketing at the European School of Management and Technology (ESMT) in Berlin, Germany. He was on the permanent faculty at the Harvard Business School between 1997 and 2007, where he co-taught “The Customer Behavior Laboratory” (later called ''Understanding Customers'') with Jerry Zaltman. His first academic appointment was at the Hong Kong University of Science and Technology. He has taught at the University of North Carolina in Chapel Hill, NC, University of California in Davis, CA, and Xiamen University, China. He holds an M.Sc. in Economic Theory from the University of Namur, Belgium, and an M.Sc. and Ph.D. in Management (Decision Sciences) from INSEAD, France. His research combines economics and psychology to understand consumer empowerment and the adoption of new technologies. He has addressed a variety of specific topics including pricing psychology, habit formation, brand loyalty, advertising language, corporate social responsibility, genetic testing, and privacy. His work on these topics has appeared in top academic journals such as Management Science –where he was an Associate Editor-, 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 popular case studies available through Harvard, on marketing innovations like the Apple stores, TiVo, elBulli, LivingSocial, Intelliseek, Burt's Bees, Tchibo, Swatch Internet Time, etc. He teaches courses on Marketing Strategy, Strategic Marketing Research, Applied Product Management, Global Marketing Management, and Customer Analytics, at the MBA and executive level, and taught executives worldwide across a variety of industries. He was an Officer of the INFORMS Society for Marketing Science.