As the McDonough School of Business’ deputy dean, Luc Wathieu leads faculty and academic initiatives and advances the school’s efforts to create distinctive excellence in teaching and research. He joined the business school faculty in 2010 as associate professor of marketing and in 2012 was the recipient of the school’s Faculty Research Award.
In his research, Wathieu 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 research focuses on understanding how consumers develop and break habits and brand loyalties. He also examines the engagement effects of specific pricing and communications formats. His work has appeared in leading academic journals and was also featured multiple times in the Harvard Business Review. He serves on the editorial boards of the five academic journals and was an associate editor for Management Science.
Prior to his arrival at Georgetown University, he was associate dean of faculty and the Ferrero Chair in International Marketing at ESMT European School of Management in Technology in Berlin. He previously was an associate and assistant professor at the Harvard Business School for 10 years and taught at the Hong Kong University of Science and Technology’s School of Business and Management. His teaching experience includes undergraduate, MBA, Ph.D., and executive education courses in marketing management, pricing, branding, and communications.
Wathieu holds a Ph.D. and an M.Sc. in management from INSEAD in Fontainebleau, France. He also has an M.Sc. in economics from the University of Namur in Belgium, where he is originally from. In 1997 he completed the Management Development Program at Harvard Business School.