Professor Laurent Muzellec

Professor Laurent Muzellec

Professor in Marketing, Trinity Business School

3531896 3775


Professor Laurent Muzellec is the founder and director of Trinity Centre for Digital Business. He is also the founder and director of the Master 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), finance (e.g. fintech) and human resources (e.g. data and HR). 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

  • 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 - 56Journal Article, 2015, DOI
  • 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, p1018-1031Journal Article, 2014, DOI
  • Moran G., Muzellec L., eWOM credibility on social networking sites: A framework, Journal of Marketing Communications, 23, (2), 2017Journal Article, 2017, 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, p200-204Journal 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), 2013Journal Article, 2013, DOI
  • Lambkin M., Muzellec L., Leveraging brand equity in business-to-business mergers and acquisitions, Industrial Marketing Management, 39, (8), 2010, p1234-1239Journal Article, 2010, DOI
  • 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, p811-826Journal Article, 2012, DOI
  • Muzellec L.,, Lambkin M.,, Corporate branding and brand architecture: A conceptual framework, Marketing Theory, 9, (1), 2009, p39-54Journal Article, 2009, 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, p283-299Journal Article, 2008, DOI
  • Lambkin M., Muzellec L., Rebranding in the banking industry following mergers and acquisitions, International Journal of Bank Marketing, 26, (5), 2008, p328-352Journal Article, 2008, DOI
  • Muzellec L., Lambkin M., Does diageo make your Guinness taste better?, Journal of Product and Brand Management, 16, (5), 2007, p321-333Journal Article, 2007, DOI
  • Muzellec L., Lambkin M., , Corporate rebranding: Destroying, transferring or creating brand equity?, European Journal of Marketing, 40, (7-8), 2006, p803-824Journal Article, 2006, DOI
  • L. Muzellec; Ronteau S. & Lambkin. M.C., 'Two-sided Internet Platforms: A Business Model Lifecycle Perspective', Industrial Marketing Management, 45, 2015, p139 - 150Journal Article, 2015, URL
  • Lynn, T. ; L. Muzellec ; B. Caemmerer; D. Turley, Social network sites: early adopters' personality and influence, Journal of Product and Brand Management, 26, (1), 2017Journal Article, 2017, DOI, TARA - Full Text
  • 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, p44-55Journal Article, 2016, DOI
  • Muzellec, L. & E. O'Raghallaigh , Mobile technology and its Impact on the Consumer Decision-Making Journey, Journal of Advertising Research, 57, (4), 2018Journal Article, 2018, DOI
  • 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, p953-973Journal Article, 2014
  • 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--360Journal Article, 2014
  • Christopher Kanitz, Laurent Muzellec, Michael Schade, Christoph Burmann, Reverse Product Placement, Marketing ZFP, 35, (3), 2013, p233--250Journal Article, 2013
  • 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, 2009Journal Article, 2009
  • Laurent Muzellec, What is in a Name Change? Re-Joycing Corporate Names to Create Corporate Brands, Corporate Reputation Review, 8, (4), 2006, p305--316Journal Article, 2006
  • Laurent Muzellec, Olivier Auroy, Des noms qui marquent, Gestion, 31, (4), 2006, p105Journal Article, 2006
  • Helen Stuart, Laurent Muzellec, Corporate makeovers: Can a hyena be rebranded?, Journal of Brand Management, 11, (6), 2004, p472--482Journal Article, 2004
  • Trabucchi, D. L. Muzellec, L. and S. Ronteau, Sharing economy: Seeing through the fog, Internet Research, 2019Journal 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, 2019Journal Article, 2019
  • Muzellec, L, M Doogan, MC Lambkin, Corporate rebranding-an exploratory review, Irish Marketing Review, 16, 2003, p31 - 36Journal Article, 2003
  • Saxena, D. L. Muzellec & D. Trabucchi, Blablacar: Value Creation on a Digital Platform, Journal of Information Technology - Teaching Cases, forthcoming, 2019Journal 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 ), 2019Journal Article, 2019
  • Daniel Trabucchi, Tommaso Buganza, Laurent Muzellec, S├ębastien Ronteau, Platform"driven innovation: Unveiling research and business opportunities, Creativity and Innovation Management, 2021Journal Article, 2021
  • Caoimhe Walsh , Deepak Saxena and Laurent Muzellec, Airbnb: Managing trust and safety on a platform business, The Irish Journal of Management, 2021Journal Article, 2021
  • L. Muzellec, James Bond, Dunder Mifflin, and the Future of Product Placement. , Harvard Business Review Digital Articles, 2016, p2 - 5Journal Article, URL

Research Expertise

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.

Economics, Business & Management, Psychology and Behavioural Sciences, Psychology and Behavioural Sciences, Economics, Business & Management,


  • 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: 2018
  • Trinity Business School Teaching excellence Award (MBA course 2018) 2018
  • Trinity Education Project Communication Committee 2019
  • Editorial Board Membership: Innovative Marketing 2018-2023
  • Editorial board membership: Journal of Product & Brand Management 2012-2023
  • 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