Professoren
Prof. Luc Wathieu, PhD

Prof. Luc Wathieu, PhD

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Handelsblatt 2009 ranking of 2100 business researchers in Germany (lifelong achievement): Nr. 1 based on average quality of publications (“punkte/publication”), Nr. 3 based on A+ publications (“punkte top 15”), Nr. 68 overall.

Teaching Excellence Award (MBA and EMBA), ESMT, 2008.

Excellent Teaching Performance, Hong Kong University of Science and Technology, School of Business and Management, 1997.

Wei Lun Fellow, Wei Lun Foundation, 1994–1997.

ICM Fellow, Brussels, 1993–present.

Jacques Salmon Scholarship, Jacques Salmon Foundation, 1991– 1992.

INSEAD Scholarship, 1990-1991.Journal Publications

Wathieu, L., and Bertini, M. (forthcoming). Pricing Strategies to Revitalize Your Customers. Harvard Business Review.

Muthukrishnan, A. V., Wathieu, L., and Xu, A. J. (2009). Ambiguity Aversion and the Preference for Established Brands. Management Science 55(12): 1933–1941.

Bertini, M., and Wathieu, L. (2008). Attention Arousal Through Price Partitioning. Marketing Science 27(2): 236–246.

Muthukrishnan, A. V., and Wathieu, L. (2007). Superfluous Choices and the Persistence of Preference. Jounal of Consumer Research 33(4): 454–460.

Wathieu, L., and Bertini, M. (2007). Price as a Stimulus to Think: The Case for Willful Overpricing. Marketing Science 26(1): 118–129.

Wathieu, L., Muthukrishnan, A. V., and Bronnenberg, B. J. (2004). The Asymmetric Effect of Discount Retraction on Subsequent Choice. Journal of Consumer Research 31(3): 652–657.

Wathieu, L. (2004). Consumer Habituation. Management Science 50(5): 587–596.

Wathieu, L., Brenner, L., Carmon, Z., Chattopadhyay, A., Drolet, A., Gourville, J., Muthukrishnan, A. V., Novemsky, N., Ratner, R. K., Wertenbroch, K. and Wu, G. (2002). Consumer Control and Empowerment: A Primer. Marketing Letters 13( 3): 295–305.

Wathieu, L. (2000). Yesmail.com. Journal of Interactive Marketing 14(3): 79–92.

Wathieu, L. Baz, J., Briys, E., Bronnenberg, B. J., Cohen, M., Kast, R., Viala, P., Weber, M., and Wertenbroch, K. (1999). Risk Perception in the Short Run and in the Long Run. Marketing Letters 10(3): 267–284.

Wathieu, L. (1997). Habits and the Anomalies in Intertemporal Choice. Management Science 43(11): 1552–1563.

Wathieu, L., and Bronnenberg, B. J. (1996). Asymmetric Promotion Effects and Brand Positioning. Marketing Science 15(4): 379–394.

Wathieu, L. (1993). Productivity Gaps and Underemployment. Economics Letters 41(1): 35–39


Chapters in Books

Wathieu, L., Liu, Y., and Zaltman, G. (2004). Rooting Marketing Strategy in Human Universals. In Global Market: Developing a Strategy to Manage Across Borders, eds. J. A. Quelch and R. Deshpandé, 83–91. San Francisco: Jossey Bass.

Wathieu, L. (1997). Hierarchies and the Self-Control of Risk Attitude. In Economic and Environmental Risk and Uncertainty: New Models and Methods, eds. R. Nau, E. Grønn, M. Machina and O. Bergland, 227–243. Dordrecht: Kluwer Academic Publishers.


Working Papers

Kronrod, A., Grinstein, A., Wathieu, L. (2009). Enjoy! Assertive Language and Consumer Compliance in (Non)Hedonic Contexts. ESMT Working Paper No. ESMT–09–007.

Wathieu, L., and Friedman, A. (2009). An Empirical Approach to Understanding Privacy Concerns. ESMT Working Paper No. ESMT–09–001.

Grinstein, A., and Wathieu, L. (2008). Cosmopolitanism, Assignment Duration, and Expatriate Adjustment: The Trade-Off between Well-Being and Performance. ESMT Working Paper No. ESMT–08–011.

Muthukrishnan, A. V., and Wathieu, L. (2007). Ambiguity Aversion and the Power of Established Brands. ESMT Working Paper No. ESMT–07–005.
Published in Management Science 55(12, December 2009): 1933–1941.

Wathieu, L., and Friedman, A. (2007). An Empirical Approach to Understanding Privacy Valuation. Harvard Business School Working Paper, No. 07–075.

Wathieu, L. (2007). Marketing and Privacy Concerns.


Teaching Materials

Abrami, R., Kirby, W. C., McFarlan, F. W., Wathieu, L., Wang, G., Li, F., Li, H., and Yuen Manty, T. (2007). Fiyta – The Case of a Chinese Watch Company. Harvard Business School Case 308–025.

Wathieu, L., Gao, W., and Samant M. (2007). Li Ning – Anything is Possible. Harvard Business School Case 507–024.

Wathieu, L., and Winig, L. (2007). Burt’s Bees: Leaving the Hive. Harvard Business School Case 507–017.

Wathieu, L. (2006). Understanding Customers: A New Approach to Teaching Marketing Research and Customer Insight at the MBA Level. Harvard Business School Teaching Note 506–072.

Wathieu, L., and Friedman, A. (2006) Intelliseek. Harvard Business School Teaching Note 506–071.

Wathieu, L. (2006). The Harvard University Graduate Student Housing Survey. Harvard Business School Teaching Note 506–070.

Wathieu, L. (2006). Apple Stores. Harvard Business School Teaching Note 506–069.

Wathieu, L. (2006). Meloche Monnex. Harvard Business School Teaching Note 506–068.

Wathieu, L. (2006). TiVo in 2002: Consumer Behavior. Harvard Business School Teaching Note 506–067.

Wathieu, L., and Friedman, A. (2005). Intelliseek. Harvard Business School Case 505–061.

Wathieu, L. (2005). The Harvard University Graduate Student Housing Survey. Harvard Business School Case 505–059.

Wathieu, L., and Morris, K. (2003). Meloche Monnex. Harvard Business School Case 504–008.

Wathieu, L. (2002). Note on Empowering the Consumer. Harvard Business School Teaching Note 502–086.

Wathieu, L., and Morris, K. (2002). Apple Stores. Harvard Business School Case 502–063.

Wathieu, L., and Zoglio, M. (2002). TiVo in 2002: Consumer Behavior. Harvard Business School Case 502–062.

Wathieu, L. (2001). COFIDIS. Harvard Business School Case 501–055.

Wathieu, L. (2001). COFIDIS. Harvard Business School Teaching Note 501–084.

Wathieu. L. (2001). Clust.com: Dream More and Pay Less. Harvard Business School Case 501–047.

Wathieu, L. (2001). Clust.com: Dream More and Pay Less. Harvard Business School Teaching Note 501–083.

Wathieu, L., and Zoglio, M. (2001). TiVo. Harvard Business School Case 501–038.

Wathieu, L., and Zoglio, M. (2001). TiVo. Harvard Business School Teaching Note 501–057.

Wathieu, L. (2001). Yesmail.com. Harvard Business School Teaching Note 501–028.

Wathieu, L. (2001). The Swatch Group: On Internet Time. Harvard Business School Teaching Note 501–016.

Wathieu, L. (2000). Yesmail.com. Harvard Business School Case 500–092.

Wathieu, L., Knoop C.-I., and Reavis, C. (1999). The Swatch Group: On Internet Time. Harvard Business School Case 500–014.

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