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Professor Laurent Muzellec
Professor in Marketing, Trinity Business School
Head of School, School Office Trinity Business School

Biography

Professor Muzellec is a professor in marketing and digital business. He is now the Dean of Trinity Business School.

The Dean of Trinity Business School is responsible for leading a team of over 100 academic and professional staff in delivering a suite of highly-ranked undergraduate, postgraduate and executive programmes.

The main responsibility of the Dean is to shape the Trinity Business School's strategy, as captured in our mission of "Transforming Business for Good". This involves placing sustainability at the heart of our teaching, research, and operations, creating processes that match our purpose, and fostering a culture of empowerment for the implementation of our strategy. It also calls for staying ahead by understanding and innovating in fields like AI and Business Analytics, ensuring relevancy and proactivity in a rapidly evolving business landscape.

Laurent joined Trinity in 2015 and since then has made a significant contribution to the development of the school, setting up the Centre for Digital Business and Analytics, and establishing the Masters in Digital Marketing Strategy.

From 2019 to 2023, Laurent directed Trinity Centre for Digital Business and Analytics (CDBA), which supports the creation and dissemination of knowledge in all areas of business (e.g. Strategy, Data Analytics, Governance, Marketing and Human Resources) revolutionised by digital technologies and data analytics. This is done by conducting specific research projects, secure funding, organize seminars and help in the publication or the diffusion of books. While in the this role Laurent co-authored the book "Digital Business Models: The New Value Creation and Capture Mechanisms of the 21st Century". As part of its knowledge dissemination mission, the Centre, with the support of the authors have made the digital version of the book available in open access. It can be freely downloaded via the page of the editor De Gruyter here: https://www.degruyter.com/document/doi/10.1515/9783110762556/html

Many prestigious international publications, including Industrial Marketing Management, Marketing Theory, the Journal of Advertising Research, the European Journal of Marketing, and, the Harvard Business Review Digital have featured Laurent Muzellec's research. His research in the areas of digital business models, social media, and brand management has made a significant impact on the academic community characterised by a high citation index. For example, The EJM paper "Corporate rebranding: destroying, transferring or creating brand equity?" is considered as a seminal paper and by far the most cited paper on this topic.

Laurent has taken part in many international cross-disciplinary projects such as ADAPT 2. He is currently the Trinity Principal Investigator for the European consortium project Leading Advanced Digital Skills (LeADS). LeADS, in the context of the Digital Europe Programme is delivering insights into the changing Advanced Digital Skills (ADS) demands within a dynamic technological development context and current digital transformation to equip the education and training communities by providing roadmaps and guidelines. Previously, Laurent was the Director for Postgraduate Teaching and Learning and also established the MSc in Digital Marketing Strategy.

Prior to joining Trinity, Muzellec worked at UCD Smurfit, ESSCA School of Management and DCU Business School. He previously worked in the private sector and his international work experience accumulated over years includes working at the French Embassy Trade Office in New York and product manager of an Internet Mapping application in Paris.

His qualification includes a BA from Sciences-Po Bordeaux (F), a BA Information and Management from Napier University (UK), a MBA from Texas A&M International University and a PhD from UCD.

Publications and Further Research Outputs

Peer-Reviewed Publications

Maucuer R., Renaud A., Ronteau S., Muzellec L., What can we learn from marketers? A bibliometric analysis of the marketing literature on business model research, Long Range Planning, 55, (5), 2022 Journal Article, 2022 DOI

Ronteau S., Muzellec L., Saxena D., Trabucchi D., Digital business models: The new value creation and capture mechanisms of the 21st century, 2022, 1 - 182pp, 1-182pp Book, 2022 DOI

Daniel Trabucchi, Laurent Muzellec, Sébastien Ronteau, Tommaso Buganza, The platforms' DNA: drivers of value creation in digital two-sided platforms, Technology Analysis & Strategic Management, 34, (8), 2022, p891-904 Journal Article, 2022

Daniel Trabucchi, Tommaso Buganza, Laurent Muzellec, Sébastien Ronteau, Platform driven innovation: Unveiling research and business opportunities, Creativity and Innovation Management, 2021 Journal Article, 2021

Caoimhe Walsh , Deepak Saxena and Laurent Muzellec, Airbnb: Managing trust and safety on a platform business, The Irish Journal of Management, 2021 Journal Article, 2021

Saxena, D. L. Muzellec & D. Trabucchi, Blablacar: Value Creation on a Digital Platform, Journal of Information Technology - Teaching Cases, forthcoming, 2019 Journal Article, 2019

Johnson, D. L. Muzellec, L, D. Sihi,and D. Zahay , The Marketing Organization's Journey to Become Data-Driven, Journal of Research in Interactive Marketing, 2019 Journal Article, 2019

Trabucchi, D. L. Muzellec, L. and S. Ronteau, Sharing economy: Seeing through the fog, Internet Research, 2019 Journal Article, 2019

Moran, G. , L. Muzellec & D. Johnson, Analysis of Message Content Features and their Impact on Social Media Engagement, Journal of Product and Brand Management, (forthcoming ), 2019 Journal Article, 2019

Muzellec, L. & E. O'Raghallaigh , Mobile technology and its Impact on the Consumer Decision-Making Journey, Journal of Advertising Research, 57, (4), 2018 Journal Article, 2018 DOI

Moran G., Muzellec L., eWOM credibility on social networking sites: A framework, Journal of Marketing Communications, 23, (2), 2017 Journal Article, 2017 DOI

Lynn, T. ; L. Muzellec ; B. Caemmerer; D. Turley, Social network sites: early adopters' personality and influence, Journal of Product and Brand Management, 26, (1), 2017 Journal Article, 2017 DOI

Muzellec. L.; Feenstra, F.; Faultrier (de), B.; Boulay, J., Children's experiences and parents' perceptions of retailers' mobile applications, Journal of Retail & Distribution Management, 44, (11), 2016, p44-55 Journal Article, 2016 DOI

Rebranding in, editor(s)Craig E. Carroll , The SAGE Encyclopedia of Corporate Reputation, Thousand Oaks, CA 91320, SAGE Publications Inc, 2016, [Muzellec. L.] Book Chapter, 2016

Feenstra, F. L. Muzellec, B. de Faultrier, J. Boulay, Edutainment experiences for children in retail stores, from a child's perspective, Journal of Retailing and Consumer Services, 26, 2015, p47 - 56 Journal Article, 2015 DOI

L. Muzellec; Ronteau S. & Lambkin. M.C., 'Two-sided Internet Platforms: A Business Model Lifecycle Perspective', Industrial Marketing Management, 45, 2015, p139 - 150 Journal Article, 2015 URL

Theodore Lynn, Artemisa Jaramillo, Laurent Muzellec, Extending the product placement research agenda: The impact of hypervideo on interactivity and timing of product placement decisions, The Marketing Review, 14, (4), 2014, p339--360 Journal Article, 2014

De Faultrier, B., Boulay, J., Feenstra, F., Muzellec, L., Defining a retailer"s channel strategy applied to young consumers, International Journal of Retail and Distribution Management, 42, 2014, p953-973 Journal Article, 2014

Boulay J., De Faultrier B., Feenstra F., Muzellec L., When children express their preferences regarding sales channels: Online or offline or online and offline?, International Journal of Retail and Distribution Management, 42, 2014, p1018-1031 Journal Article, 2014 DOI

Moran G., Muzellec L., Nolan E., Consumer moments of truth in the digital context: How "search" and "E-word of mouth" can fulel consumer decision making, Journal of Advertising Research, 54, (2), 2014, p200-204 Journal Article, 2014 DOI

Muzellec L., Kanitz C., Lynn T., Fancy a coffee with friends in 'Central Perk'? Reverse product placement, fictional brands and purchase intention, International Journal of Advertising, 32, (3), 2013 Journal Article, 2013 DOI

Christopher Kanitz, Laurent Muzellec, Michael Schade, Christoph Burmann, Reverse Product Placement, Marketing ZFP, 35, (3), 2013, p233--250 Journal Article, 2013

Muzellec L., Lynn T., Lambkin M., Branding in fictional and virtual environments: Introducing a new conceptual domain and research agenda, European Journal of Marketing, 46, (6), 2012, p811-826 Journal Article, 2012 DOI

Lambkin M., Muzellec L., Leveraging brand equity in business-to-business mergers and acquisitions, Industrial Marketing Management, 39, (8), 2010, p1234-1239 Journal Article, 2010 DOI

Muzellec L.,, Lambkin M.,, Corporate branding and brand architecture: A conceptual framework, Marketing Theory, 9, (1), 2009, p39-54 Journal Article, 2009 DOI

Theodore G. Lynn, Laurent Muzellec, There is No Spoon: Towards a Framework for the Classification of Virtual Brands and Management of Brand Precession, SSRN Electronic Journal, 2009 Journal Article, 2009

Lambkin M., Muzellec L., Rebranding in the banking industry following mergers and acquisitions, International Journal of Bank Marketing, 26, (5), 2008, p328-352 Journal Article, 2008 DOI

Muzellec L., Lambkin M., Corporate rebranding and the implications for brand architecture management: The case of Guinness (Diageo) Ireland, Journal of Strategic Marketing, 16, (4), 2008, p283-299 Journal Article, 2008 DOI

Muzellec L., Lambkin M., Does diageo make your Guinness taste better?, Journal of Product and Brand Management, 16, (5), 2007, p321-333 Journal Article, 2007 DOI

Muzellec L., Lambkin M., , Corporate rebranding: Destroying, transferring or creating brand equity?, European Journal of Marketing, 40, (7-8), 2006, p803-824 Journal Article, 2006 DOI

Laurent Muzellec, What is in a Name Change? Re-Joycing Corporate Names to Create Corporate Brands, Corporate Reputation Review, 8, (4), 2006, p305--316 Journal Article, 2006

Laurent Muzellec, Olivier Auroy, Des noms qui marquent, Gestion, 31, (4), 2006, p105 Journal Article, 2006

Helen Stuart, Laurent Muzellec, Corporate makeovers: Can a hyena be rebranded?, Journal of Brand Management, 11, (6), 2004, p472--482 Journal Article, 2004

Muzellec, L, M Doogan, MC Lambkin, Corporate rebranding-an exploratory review, Irish Marketing Review, 16, 2003, p31 - 36 Journal Article, 2003

Non-Peer-Reviewed Publications

L. Muzellec, James Bond, Dunder Mifflin, and the Future of Product Placement. , Harvard Business Review Digital Articles, 2016, p2 - 5 Journal Article, 2016 URL

Research Expertise

Description

My research philosophy is that business research should be grounded in real life strategic and managerial issues. This approach is instrumental in allowing me to gain access to relevant, quality data and to devise highly appropriate and impactful research questions. Previous research was in the area of branding (corporate re-branding and fictional brands). My current research focuses on digital business (e.g. digital business models and the management of value propositions in two-sided markets) and digital marketing issues (e.g. the impact of Brand message characteristics on e-WOM on social networks sites). My research agenda is aligned with my teaching interests and industry engagement activities. In the course of my academic career, I have focused on issues that were highly relevant to practitioners. I first started to work on corporate rebranding. Despite the fact that many organisations were undertaking rebranding exercises around that time, very little theoretical or managerial arguments had been developed to explain the rationale, risks, benefits and potential consequences of such practices. The EJM paper "Corporate rebranding: destroying, transferring or creating brand equity?" is considered as a seminal paper. It is by far the most cited paper on this topic (397 citations). I have taken a similar approach on the topic of reverse product placement (fictional brands). Digital business models are another stream of research that interests me. The paper "Two-sided Internet Platforms: A Business Model Lifecycle Perspective'" published in Industrial Marketing Management describes the structure of digital marketing strategies in a B2B/B2C context for digital platforms (Muzellec, Ronteau and Lambkin, 2015). It is well-cited (67). Several other papers on the topic are in preparation with a multi-disciplinary focus. My current interest focuses on the "Drivers of Value Creation in Digital Two-Sided Platforms" which is grounded in the field of marketing, strategy and entrepreneurship. A book on Digital Business Model is currently in preparation.

Keywords

Branding; Business Communication; Business Models; Early adopters, Social media, Social networks, Twitter, Google+, Personality traits, Information, Rumor, Influence; SOCIAL NETWORKS

Recognition

Representations

Editorial board membership: Journal of Product & Brand Management 2012-2023

Editorial Board Membership: Innovative Marketing 2018-2023

Ad hoc reviewer: California Management Review Journal of Business Research European Journal of Marketing Industrial Marketing Management Journal of Brand Management International Journal of Management International Journal of Bank Marketing European Management Review 2006-2024

Awards and Honours

Trinity Business School Teaching Excellence Award 2021

Trinity Business School Teaching excellence Award (MBA course 2018) 2018

Trinity Msc in Digital Marketing Strategy voted best Master in the World in the category "e-business and digital Marketing" in the Eduniversal ranking 2018: http://www.best-masters.com/ranking-master-e-business-and-digital-marketing.html 2018

Memberships

Trinity Education Project Communication Committee 2018 – 2019