Luc R Wathieu


Professor and Deputy Dean


MSB Faculty
General profile



+1 202-687-2783


102 Hariri Building


Luc Wathieu is Professor of Marketing and Deputy Dean at Georgetown University's McDonough School of Business.

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 habit formation, brand loyalty, pricing psychology, and privacy preferences. His work on these topics appeared in top academic journals such as Management Science, 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 noted case studies available through Harvard, on marketing innovations like TiVo, Apple Stores, LivingSocial, Intelliseek, Burt's Bees, Tchibo, Swatch, etc.

Prior to joining Georgetown in 2010, Luc was on the permanent faculty at ESMT in Berlin for three years and at the Harvard Business School for ten years. He started his academic career at the Hong Kong University of Science and Technology. He teaches courses on Marketing, Applied Marketing Management, Strategic Marketing Research, Consumer Behavior, and Global Marketing Strategy at the MBA and EMBA level, and has taught executives worldwide across a variety of industries. He holds a B.A. in Economics and an M.Sc. in Economic Theory from the University of Namur (Belgium), and received his PhD in Decision Sciences from INSEAD (France).


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  • PhD (1995) INSEAD, Management (Decision Sciences)
  • MSc (1992) INSEAD, Management (Decision Sciences)
  • MSc (1988) University of Namur (FUNDP), Economic Theory
  • License (1987) University of Namur (FUNDP), Economics
  • Candidature (1985) University of Namur (FUNDP), Economics
  • Candidature (1985) University of Namur (FUNDP), Sociology


  • French (speak, read, write)