Dr. Laurent Muzellec is an Associate Professor in Marketing at Trinity College Dublin. He is the founder and director of Trinity Centre for Digital Business and the MSc. in Digital Marketing Strategy.
Trinity Centre for Digital Business conducts research on how digital technologies are transforming key area of business research topics such as entrepreneurship (e.g. digital start-up, share economy), strategy (e.g. digital business models), consumer behaviour and marketing (e.g. digital advertising and data mining), business ethics (e.g. data privacy), finance (e.g. fintech) and human resources (e.g. management of millennials).
The MSc in Digital Marketing Strategy course brings together structured learning across the whole gamut of digital marketing techniques combined with specialist talks from guest lecturers from leading companies including Google, Facebook, Microsoft and HubSpot amongst others.
Laurent's research interests pertain to the field of electronic Word of Mouth, digital business model, corporate brand management and fictional brands. His articles have appeared in several international publications including Industrial Marketing Management, Marketing Theory, the Journal of Advertising Research and the European Journal of Marketing.
Laurent teaches marketing strategy and digital marketing at executive level (e.g. Executive MBA). Prior to his academic life, he was a product manager of an Internet Mapping application in Paris and an Internet consultant at Volkswagen. Prior to TCD, he also has taught at UCD Smurfit Business School, Dublin City University Business School and ESSCA school of Management (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 Smurfit School of Business.
Publications and Further Research Outputs
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
Muzellec, L. & E. O'Raghallaigh , Mobile technology and its Impact on the Consumer Decision-Making Journey, Journal of Advertising Research, 57, (4), 2018
Saxena, D. & L. Muzellec, From bureaucracy to citizen-centricity: Five insights for the digital transformation of Governments' services , Business Horizons, Forthcoming , 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
Moran G., Muzellec L., eWOM credibility on social networking sites: A framework, Journal of Marketing Communications, 23, (2), 2017
Rebranding in, editor(s)Craig E. Carroll , The SAGE Encyclopedia of Corporate Reputation, Thousand Oaks, CA 91320, SAGE Publications Inc, 2016, [Muzellec. L.]
L. Muzellec; Ronteau S. & Lambkin. M.C., 'Two-sided Internet Platforms: A Business Model Lifecycle Perspective', Industrial Marketing Management, 45, 2015, p139 - 150
Trabucchi, D. L. Muzellec, L. and S. Ronteau, Sharing economy: Seeing through the fog, Internet Research, 2019
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
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
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
Muzellec L., Lambkin M., , Corporate rebranding: Destroying, transferring or creating brand equity?, European Journal of Marketing, 40, (7-8), 2006, p803-824
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
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
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
Lambkin M., Muzellec L., Leveraging brand equity in business-to-business mergers and acquisitions, Industrial Marketing Management, 39, (8), 2010, p1234-1239
Muzellec L.,, Lambkin M.,, Corporate branding and brand architecture: A conceptual framework, Marketing Theory, 9, (1), 2009, p39-54
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
Lambkin M., Muzellec L., Rebranding in the banking industry following mergers and acquisitions, International Journal of Bank Marketing, 26, (5), 2008, p328-352
Muzellec L., Lambkin M., Does diageo make your Guinness taste better?, Journal of Product and Brand Management, 16, (5), 2007, p321-333
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
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
Christopher Kanitz, Laurent Muzellec, Michael Schade, Christoph Burmann, Reverse Product Placement, Marketing ZFP, 35, (3), 2013, p233--250
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
Laurent Muzellec, What is in a Name Change? Re-Joycing Corporate Names to Create Corporate Brands, Corporate Reputation Review, 8, (4), 2006, p305--316
Muzellec, L, M Doogan, MC Lambkin, Corporate rebranding-an exploratory review, Irish Marketing Review, 16, 2003, p31 - 36
Laurent Muzellec, Olivier Auroy, Des noms qui marquent, Gestion, 31, (4), 2006, p105
Helen Stuart, Laurent Muzellec, Corporate makeovers: Can a hyena be rebranded?, Journal of Brand Management, 11, (6), 2004, p472--482
L. Muzellec, James Bond, Dunder Mifflin, and the Future of Product Placement. , Harvard Business Review Digital Articles, 2016, p2 - 5
DescriptionMy 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.
Editorial board membership: Journal of Product & Brand Management
Editorial Board Membership: Innovative Marketing
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
Awards and Honours
Trinity Business School Teaching excellence Award (MBA course 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
Trinity Education Project Communication Committee