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Professor Laurent Muzellec

Professor in Marketing (Trinity Business School)
Head of School (School Office Trinity Business School)
ARAS AN PHIARSAIGH
      
Profile Photo

Professor Laurent Muzellec

Professor in Marketing (Trinity Business School)
ARAS AN PHIARSAIGH

 muzellel@tcd.ie

 3531896 3775

Head of School (School Office Trinity Business School)


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.
  Branding   Business Communication   Business Models   Early adopters, Social media, Social networks, Twitter, Google+, Personality traits, Information, Rumor, Influence   SOCIAL NETWORKS
Details Date
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
Language Skill Reading Skill Writing Skill Speaking
English Fluent Fluent Fluent
French Fluent Fluent Fluent
German Medium Medium Medium
Patrucco, A., Trabucchi, D., Buganza, T., Muzellec, L & Ronteau, S, Technology-enabled multi-sided platforms in B2B settings, Industrial Marketing Management, (119), 2024, Journal Article, IN_PRESS
Prajwal Eachempati, Laurent Muzellec, and Ashish Kumar Jha, Examining the Relationship Between Privacy Setting Policy, Public Discourse, Business Models and Financial Performance of Facebook,, Pacific Asia Journal of the Association for Information Systems, 2024, Journal Article, IN_PRESS
Ronteau S., Muzellec L., Saxena D., Trabucchi D., Digital business models: The new value creation and capture mechanisms of the 21st century, 2023, 1 - 182pp, 1-182pp, Book, PUBLISHED  DOI
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, PUBLISHED  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, PUBLISHED
The Impact of Source Credibility on Irish Millennials" Brand Attitudes and Perceptions of Brand Credibility: A Study of Instagram Influencers" Health and Fitness Endorsements in, 2021, pp63 - 76, [Manning, Andrea & Laurent Muzellec], Book Chapter, PUBLISHED
Daniel Trabucchi, Tommaso Buganza, Laurent Muzellec, Sébastien Ronteau, Platform driven innovation: Unveiling research and business opportunities, Creativity and Innovation Management, 2021, Journal Article, PUBLISHED
Caoimhe Walsh , Deepak Saxena and Laurent Muzellec, Airbnb: Managing trust and safety on a platform business, The Irish Journal of Management, 2021, Journal Article, PUBLISHED
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, APPROVED
Trabucchi, D. L. Muzellec, L. and S. Ronteau, Sharing economy: Seeing through the fog, Internet Research, 2019, Journal Article, PUBLISHED
  

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

  


Award Date
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
My research philosophy is grounded in the belief that business research should be closely tied to real-world strategic and managerial challenges, with a strong emphasis on creating a tangible impact on the business community. This approach has been crucial in enabling me to access high-quality, relevant data and formulate research questions that are both pertinent and impactful. The influence of my research is evident not only in its practical application by companies and organizations but also in its academic recognition. My citation index reflects this impact, with 4,058 citations and an i-10 index of 30, according to Google Scholar. Throughout my career, my research has concentrated on three main areas: corporate rebranding, fictional brands, and digital business models. My work on corporate rebranding, particularly the European Journal of Marketing paper "Corporate Rebranding: Destroying, Transferring, or Creating Brand Equity?", is regarded as seminal and remains the most cited in the field, with 800 citations. Similarly, my research on reverse product placement, focusing on fictional brands, was highlighted in a Harvard Business Review online article titled "James Bond, Dunder Mifflin, and the Future of Product Placement." Currently, my research is centered on digital business, specifically digital business models and the management of value propositions in two-sided markets. My paper, "Two-Sided Internet Platforms: A Business Model Lifecycle Perspective," published in Industrial Marketing Management, has garnered 400 citations, demonstrating its significant impact in the field of digital business models. Additionally, in my commitment to knowledge dissemination, I co-authored the book "Digital Business Models: The New Value Creation and Capture Mechanisms of the 21st Century," published by De Gruyter, which is available in both hard copy and as a free e-book. As the head of school, my current role is to cultivate an environment that supports highly relevant and impactful research. Over the past year, several initiatives have been launched to strengthen research centers, facilitate sabbaticals for focused research and collaboration through a reorganization of our workload system, and enhance the PhD program with a revised curriculum and competitive funding. These efforts collectively boost research productivity, attract top talent, and elevate the school's academic standing.