Anne MICHAUT

Professor (Education Track)

Marketing

Biography

Anne Michaut received a Ph.D. in Social Sciences from Wageningen University, where she also received a M.Sc. degree in Marketing and Consumer Behavior. She also holds an agronomics engineering degree. Prior to joining HEC Paris, she worked on innovation process methods and new product adoption processes at Unilever, which funded her PhD research. Her current research interests are in the field of luxury, focusing on the perception of luxury, sustainable development, entrepreneurship and client experience. Her work has been published in Journal of Product Innovation Management, Journal of Brand Management, or Journal of Brand Strategy, and she has contributed to edited books.

At HEC Paris, she teaches in the Grande Ecole, MBA, Executive MBA, and Executive Education programs. She has collaborated with multiple companies in her teaching, such as L’Oréal, McKinsey&Company, Orange, Michelin, AT Kearney, Kering and LVMH. She is Academic Director of the Executive Master in Media Art and Creation, jointly developed with Tsinghua in China. As director of the LVMH Academic Chair, she develops courses on luxury management for HEC programs, and participates in the creation of content for the InsideLVMH and Women@Dior platforms.

Since 2019, Anne Michaut has been Associate Dean Education Track and Pedagogy and Director of Digital Learning since 2021.

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Scientific articles

Are millennials really more sensitive to sustainable luxury? A cross-generational international comparison of sustainability consciousness when buying luxury

Journal of Brand Management, January 2020, vol. 27, n° 1, pp 35-47, (in coll. with J.-N. KAPFERER)

Are Millennials really redefining luxury? A cross-generational analysis of perceptions of luxury from six countries

Journal of Brand Strategy, Winter 2019, vol. 8, n° 3, pp 250-264, (in coll. with J.-N. KAPFERER)

Luxury and sustainability: a common future? The match depends on how consumers define luxury

Luxury Research Journal, 2015, vol. 1, n° 1, pp 3-17, (in coll. with J. N. Kapferer)

Is luxury compatible with sustainability? Luxury consumers’ viewpoint

Journal of Brand Management, January 2014, vol. 21, n° 1, pp 1-22, (in coll. with J.-N. KAPFERER)

Proceedings

We succeeded, therefore we did well: Ex-post rationalization bias in New Product development Practices

36th EMAC Annual Conference , 2007 , Reykjavik (F. DALSACE)

Working papers

We succeeded, therefore we did well: Ex-Post Rationalization Bias in NPD Practices

Mimeo , 2007

Case Studies

Gravity-defying Fashion

2024