Skip to main content

Trinity College Dublin, The University of Dublin

Menu Search


Trinity College Dublin By using this website you consent to the use of cookies in accordance with the Trinity cookie policy. For more information on cookies see our cookie policy.

      
Profile Photo

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
Member, AACSB European Advisory Council - contributing to strategic discussion on management education, accreditation and business-school development across Europe. 2026
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
Visiting Professor, Vlerick Business School " postgraduate/executive education and international academic engagement 2016-2023
International Accreditation Peer Reviewer, AACSB/EQUIS - external peer review of business schools and international quality standards 2024-2026
Advisor, Meta (Facebook) - advisory engagement on digital marketing, platforms and transformation 2018-2020
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 relationships: a critical analysis and directions for future research., Industrial Marketing Management, (122), 2024, Notes: [DOI: 10.1016/j.indmarman.2024.08.012], Journal Article, IN_PRESS  URL
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  DOI
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  DOI
Deepak Saxena, Laurent Muzellec, Joe McDonagh, From Bureaucracy to Citizen-Centricity, International Journal of Electronic Government Research, 18, (1), 2022, p1 - 17, p1-17 , Journal Article, PUBLISHED  DOI
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, Advances in Advertising Research (Vol. XI), 2021, pp63 - 76, [Manning, Andrea & Laurent Muzellec], Book Chapter, PUBLISHED  DOI
Daniel Trabucchi, Tommaso Buganza, Laurent Muzellec, Sébastien Ronteau, Platform driven innovation: Unveiling research and business opportunities, Creativity and Innovation Management, 2021, Journal Article, PUBLISHED  DOI
D. S. Johnson, Debika Sihi, Laurent Muzellec, Implementing Big Data Analytics in Marketing Departments: Mixing Organic and Administered Approaches to Increase Data-Driven Decision Making, Informatics, 8, (4), 2021, p66 - 66, p66-66 , Journal Article, PUBLISHED  DOI
Deepak Saxena, Laurent Muzellec, Daniel Trabucchi, BlaBlaCar: Value creation on a digital platform, Journal of Information Technology Teaching Cases, 10, (2), 2020, p119 - 126, p119-126 , Journal Article, PUBLISHED  DOI
  

Page 1 of 4
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 career has been characterised by identifying emerging managerial phenomena early and helping to establish them as areas of scholarly enquiry. Across more than two decades, I have made sustained contributions to corporate rebranding, digital marketing and consumer behaviour, and digital business models and platforms. A common thread has been the changing relationship between technology, brands, organisations and consumers, combining academic rigour with relevance to business practice. My early research was instrumental in establishing corporate rebranding as a distinct research domain. Corporate Rebranding: Destroying, Transferring or Creating Brand Equity?, published in the European Journal of Marketing, has received 1000+ Google Scholar citations and remains the most highly cited work identified in my research portfolio. This developed into a wider body of research on corporate branding, brand architecture and rebranding following mergers and acquisitions, including a Best Paper Award from the International Journal of Bank Marketing. I subsequently extended my research into emerging forms of digital marketing and branding. My work introduced and developed concepts including fictional brands and reverse product placement, subsequently reaching a wider managerial audience through Harvard Business Review. Research on digital consumer behaviour examined eWOM, social media and mobile technology, with Consumer Moments of Truth in the Digital Context receiving 280+ citations. Over the past decade, I have increasingly focused on digital business models and platform ecosystems, anticipating the growing importance of platform-based organisations. Two-Sided Internet Platforms: A Business Model Lifecycle Perspective developed an early framework connecting marketing and strategy perspectives on platform evolution and has received 475 citations. This stream subsequently expanded into sharing-economy platforms, platform innovation, value creation, data-driven marketing and B2B multi-sided platforms, and culminated in the co-authored book Digital Business Models. My contribution has also evolved from individual scholarship towards building research capability and international networks around digital business. I founded the Trinity Centre for Digital Business and Analytics, co-founded the international Symplatform community, and since my last promotion have contributed to two major Digital Europe projects, securing €566,159 for Trinity, including serving as TCD lead and Work Package leader on LEADSx2030. As of 27 August 2026, my Google Scholar profile records 5,091 citations, an h-index of 28 and an i10-index of 32. My research trajectory demonstrates a consistent ability to identify important emerging phenomena, develop influential conceptual frameworks around them, and subsequently build wider academic and institutional activity in those fields.