Klaus Heine

Marketing and Innovation

Before joining EMLYON, Klaus Heine worked as a researcher at TU Berlin. He is based at the campus in Shanghai and specializes in luxury brand management and consumer behavior.

EDUCATION

• 2012 : Ph.D. about “The Identity of Luxury Brands” – TU Berlin
• 2005 : Master in Business Administration – TU Berlin

EXPERIENCE

• 2006-2012 : Research associate at the department of marketing at TU Berlin.
• 2007-2010 : The marketing lecturer of Berlin Technical Art College (BTK) ; courses in entrepreneurial marketing, strategic marketing and luxury brand management.
• 2006-2012 : Developed and instructed the first luxury marketing course at a German university at TU Berlin and lectured about luxury brand management at universities worldwide including : ESSEC Business School in Paris, École Supérieure de Commerce de Toulouse (ESCT), International University of Monaco, NUST Business School Islamabad, University of Cape Town, University of Karachi, University of Namibia, University of Stellenbosch, Tongji University Shanghai and Warsaw School of Economics.
• 2010-2011 : Lecturer of marketing & luxury brand management courses at TUB Summer School in cooperation with the Tecnológico de Monterrey, Mexico.
• 2006-2012 : Cooperation or consulting projects with German luxury companies including Comtesse, Bogner, Glashütte, Meissen, Mercedes Benz/Daimler, Poggenpohl, and Robbe & Berking and with international luxury companies such as the Luxury Institute New York and Mont Charles de Monaco.
• 2010-2012 : Evaluation of various EU campaigns including events and communication materials such as cinema spots, viral clips and promotional items with quantitative and qualitative surveys in 28 European countries.
• 2005-2007 : Consultant at trommsdorff + drüner innovation and marketing consultants, Berlin.
• 2002-2005 : Intern at Bombardier Transportation, Berlin; Deloitte & Touche, Munich; KPMG, Frankfurt; Lufthansa, Paris and ThyssenKrupp Elevator, Shanghai.

COURSES TAUGHT

Executive Training : Managing Luxury Business in China, Luxury Brand and Product Management

Master Program : Msc in Luxury Brand Management and Marketing, Luxury Brand Management

Bachelor program : Institutional and Cultural Environment of Business

RESEARCH INTEREST

Luxury brand management, especially luxury brand identity, and luxury consumer behavior

PUBLICATIONS

ACADEMIC ARTICLES (9)

‑ Heine, Klaus, Atwal, Glyn, , Crener-Ricard, Sandrine, , Phan, Michel. 2018. Personality-driven luxury brand management.Journal of Brand Management, FORTH

‑ Heine, Klaus, PHAN, Michel, , Atwal, Glyn. 2016. Authenticity and prestige: what luxury brands could learn from the wine industry?.Luxury Research Journal, 1 (2): 177-190 p.

‑ Heine, Klaus, Gutsatz, Michel. 2015. Luxury Brand Building in China: Eight Case Studies & Eight Lessons Learned.Journal of Brand Management, 22 (3): 229-245 P.

‑ Heine, Klaus, BERGHAUS, Benjamin. 2014. Luxury goes digital: how to tackle the digital luxury brand–consumer touchpoints.Journal of Global Fashion Marketing, 5 (3): 223-234 P.

‑ Espinoza Petersen, Francine, Heine, Klaus. 2013. When Do Consumers Indulge in Luxury?: Emotional Certainty Signals When to Indulge to Regulate Emotions.Marketing ZFP - Journal of Research and Management, 35 (2): 79-90 P.

‑ HEINE, Klaus, PHAN, Michel. 2013. A Case Study of Shanghai Tang: How to Build a Chinese Luxury Brand.Asia Marketing Journal, 15 (1): 1-22 P.

‑ Heine, Klaus, PHAN, Michel. 2011. Trading-Up Mass-markets Goods to Luxury Products.Australasian Marketing Journal, 19 (2): 108-114 P.

‑ PHAN, Michel, THOMAS, Ricarda, , Heine, Klaus. 2011. Social Media and Luxury Brand Management: the case of Burberry.Journal of Global Fashion Marketing, 2 (4): 213-222 P.

‑ Heine, Klaus. 2010. The Personality of Luxury Fashion Brands.Journal of Global Fashion Marketing, 1 (3): 154-163 P.

BOOKS (3)

‑ Berger, Roland, Heine, Klaus, , Collectif. 2014. Luxury in China: a practical guide for the high-end industry.: Meisterkreis 60 P.

‑ Heine, Klaus. 2012. The Concept of Luxury Brands.: Technische Universität Berlin 100 P.

‑ HEINE, Klaus, SIKORA, Tomasz. 2012. Pojęcie Marki Luksusowej. 2nd ed.. 29 P.

BOOK CHAPTERS (6)

‑ Heine, Klaus, Herhoffer, P. A.. 2017. Persönlichkeits-basiertes Luxusmarkenmanagement ., Luxusmarkenmanagement: Grundlagen, Strategien und praktische Umsetzung. : Wiesbaden : Springer

‑ Heine, Klaus, Kübrich, Katharina, , Chung, Jaihak. 2016. Take the Opportunity to Pilfer a Goat: Lessons from Gieves & Hawkes., Market Entry in China: Case Studies on Strategy, Marketing, and Branding. : Springer, 107-120 p.

‑ Seidemann, Vera, Atwal, Glyn, , Heine, Klaus. 2016. Gift culture in China: Consequences for the fine wine sector., The Wine Value Chain in China: Consumers, Marketing, and the Wider World. : Cambridge Kidlington : Chandos Publishing Elsevier, 47-61 p.

‑ Heine, Klaus, ATWAL, G., , ZELAL, A.. 2014. Luxury Wine Marketing., Wine Business Management. : Pearson, 235-246 P.

‑ Heine, Klaus, PHAN, Michel, , WALDSCHMIDT, Vera. 2014. Identity-based luxury brand management., The Management of Luxury: A practitioner's handbook. : Kogan Page, 83-98 P.

‑ Heine, Klaus, WALDSCHMIDT, V.. 2013. Mit Luxus Gute Geschäfte machen., Deutsch-Chinesische Mittelstandskooperation: ein Handbuch. : OWC, 28-30 P.