Anne Michaut

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. Her teaching covers varied topics about Luxury Management as well as Innovation Marketing. She has collaborated with multiple companies in her teaching, such as L’Oréal, McKinsey&Company, Orange, Michelin, AT Kearney, Kering and LVMH. She was the academic director of the Advanced Management Program in fashion and Luxury, jointly developed with IFM and Tsinghua SEM in China (2008-2015). She is now the Director of the LVMH Academic Chair; she works on developing HEC Paris’ excellence in teaching in the field of Luxury.

Education

• PhD in Marketing Wageningen University (1999 — 2003)
• Master of Science (MSc) Wageningen University (1997 — 1999)
• ingénieur agronome ENSAT (1995 — 1998)
• HEC Paris

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)

• Behavioral Reasons for New Product Failure: Does Overconfidence Induce Overforecasts?
  Journal of Product Innovation Management, September 2015, vol. 32, n° 5, pp 825-841, (in coll. with D. G. MARKOVITCH, J. H. STECKEL, D. PHILIP, W. M. TRACY)

• 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)

• Norhla: Restoring the glory of khullu wool for social development and environmental protection in the High Tibetan Plateau
  Facts Reports (Field ACTions Science Reports), 2012, vol. 6, (in coll. with A. Sireyjol, J. Guesné)

• Matching Product Newness to Consumer Exploratory Buying Behavior: Strategies for Effective New Product Launch
  Advances in Consumer Research, 2009, vol. 36, pp 1048-1049,

• Today, It's New! And Tomorrow? Perceived Product Newness In Relation With Product Liking Over Time
  Advances in Consumer Research, 2005, vol. 32, (in coll. with S. Knoops)

• Effects of appropriate and inappropriate odors on product evaluations
  Perceptual and Motor Skills, December 2002, vol. 95, n° 3f, pp 1199-1224, (in coll. with H. N. J. Schifferstein)

• What's new? A multidimensional approach to product newness
  European Advances in Consumer Research, 2001, vol. 4, (in coll. with J. B. E. M. Steenkamp, J. C. M. Van Trijp)

PROCEEDINGS

• Matching product newness to consumer exploratory buying behavior
  Proceedings 2008 ACR Conference, San Francisco , 2008 (H. van Trijp, S. Knoops)

• The overlooked difference between process- and project-acceleration: evidence from a new products development simulation
  Proceedings of the 14th International Product Development Management Conference , 2007 , Porto (F. DALSACE)

• We succeeded therefore we did well: ex-post rationalization biases in NPD practices
  Proceedings of the 14th International Product Development Management Conference , 2007 , Porto (F. DALSACE)

• Today, It's New! And Tomorrow? Perceived Product Newness In Relation With Product Liking Over Time
  ACR (Association for Consumer Research) Conference , 2005 , San Antonio , Proceedings (S. Knoops)

• Bring structure, make it simple ! template-based products overcome initial product complexity
  Proceedings of the 33rd EMAC Conference - University of Murcia , 2004 , Murcia (E. van Kleef, J. C. M. van Trijp)

• Product newness characteristics and their effects on market success over time
  Marketing Science Conference - Rotterdam School of Management , 2004 , Rotterdam (J. C. M. van Trijp)

• Dimensions of product newness and their differential effect on market success
  Proceedings of the 31st EMAC Conference , 2002 , Braga (J. B. E. M. Steenkamp, J. C. M. van Trijp)

• Quoi de neuf ? Une approche pluridimensionnelle de la notion de nouveauté
  Proceedings XVIIIe Congrès International de l'Association Française de Marketing , 2002 , Lille (J. C. M. van Trijp, J. B. E. M. Steenkamp)

WORKING PAPERS

• Is Luxury Compatible with Sustainable Development: the consumer viewpoint
  Mimeo , 2012

• Striking correlates of luxury counterfeit purchases
  Mimeo , 2012

• Newness and success: uncovering the relationship
  Mimeo , 2011

• Do Insider Effect and Ex-post Rationalization in NPD Research threaten what we know about drivers of NPD performance ? Results of an experimental simulation
  Mimeo , 2008

• Do Insider Ex-Post Rationalization Effects Challenge NPD Research Findings? An Experimental Simulation Study on the Role of Market Orientation on Performance
  Mimeo , 2008

• Perceived product liking with a time perspective
  Mimeo , 2008

• The Overlooked Difference between Process- and Project- Acceleration: Evidence from a New Product Development Simulation
  Mimeo , 2007

• Error in Managements Forecasts of New Product Sales Performance: Causes and Situational Factors
  Mimeo , 2004