Professor Laurent Muzellec

Professor Laurent Muzellec

Professor in Marketing, Trinity Business School

Head of School

3531896 3775


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: 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

  • 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
  • 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), 2022Journal 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, 1-182ppBook, 2022, DOI
  • Daniel Trabucchi, Laurent Muzellec, S├ębastien Ronteau, Tommaso Buganza, The platforms' DNA: drivers of value creation in digital two-sided platforms, Technology Analysis & Strategic Management, 34, (8), 2022, p891-904Journal Article, 2022
  • 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 Business School Teaching Excellence Award 2021
  • 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